A CONCEPTUAL FRAMEWORK FOR UNDERSTANDING "RURAL" POSITIONING

In many rural and remote communities, residents have traditionally relied on jobs in natural resource-based industries. Over the years, employment has been steadily reduced due to changes in these industries. Both the communities, faced with declining populations as a result, and the residents are examining the potential of small business to create economic development. However, these locations create challenges for small business operators. Some communities experience accessibility and transportation issues and often lack standard business infrastructure. At the same time, the very nature of these rural areas can become components of a marketing strategy. This paper will examine three conceptualizations of rural and the commodification process and propose a framework for positioning the concept of rural as part of a marketing strategy. Three case studies from a rural region in Canada will be presented and analyzed within this framework. The paper concludes with recommendations for rural businesses, communities and governments and other interested parties within the context of rural economic development.