ICT‐enabled collectivity as a positive rural business strategy

This paper examines the development of Internet‐based, virtual business forums and their potential for overcoming some of the difficulties faced by business owners in rural areas. Rural environments provide challenges for business owners due to limited local markets and limited access to resources. The paper examines the success of collective action by business owners in rural environments in Scotland to establish Internet‐based business forums that seek to meet such challenges. Using case study methodology, the paper finds variable experiences and proposes a model of the process of collective action.