Date of Award


Document Type


Degree Name

Doctor of Business Administration (DBA)


School of Business

First Advisor

Dr. Paul Shelton

Second Advisor

Dr. Gary Dusek

Third Advisor

Dr. Debby Thomas


Small and medium enterprises (SMEs) are central to global and domestic economies and are a significant factor in rural economic development. Rural SMEs face unique challenges of geographical location and limited resources requiring strategies that can create an enduring competitive advantage. This study explores market-oriented coopetition as a competitive strategy that forms collaborative relationships between competitors to create value for consumers. Through the analysis of a small cluster of rural SMEs, the focus of this study addresses the underexplored consumer perspective of coopetition events based on quantitative analyses of customer satisfaction and market share.