Strengthening and sustaining a community through reciprocal support between local businesses and the community

Purpose: Community economic development (CED) focuses on the creation of sustainable communities. To that end, a reciprocal relationship that sustains the community and business alike can be created. However, little is known about the nature of informal interactions between residents and businesses that achieves that end. This study aims to explore the nature of these interactions and their contribution to CED within a rural context. Design/methodology/approach: A case study approach was used with interviews with five rural entrepreneurs. Questions explored the nature of the support that they receive from their home community and their contributions back to it. Findings: The results show that communities and businesses do not operate independently of each other, but rather are mutually supportive and contribute directly to the other’s objectives. These relationships are reinforced over time by a business owner’s direct involvement in the community, though this process takes time and effort. Research limitations/implications: This study focuses on a limited geographical area in British Columbia with a small group of rural entrepreneurs. The results may not be generalizable to other contexts. Practical implications: The results suggest concrete actions that both the rural entrepreneurs and their associated communities can take to be mutually supportive of each other to the benefit of each party alike. Originality/value: This paper enlarges the understanding of the types of interactions, especially informal ones, that can support both businesses and the larger community in their efforts to sustain themselves and contribute to CED efforts.