Characteristics of Business Networks in Rural Community Businesses in Hilly and Mountainous Areas

Abstract

This study focuses on characteristics of business networks in rural community businesses (CBs) in hilly and mountainous areas. We analyze the sweet potato community business in Iinan-cho, Shimane Prefecture, as a case study. Our key results are as follows: (1) The CB main company focuses on the promotion of production with stakeholders (SHs), such as building a system that allows rural employees to work throughout the year. (2) It expands business by securing new SHs from the existing network and its management resources. (3) Rural leaders play a central role in building business networks. In CBs in hilly and mountainous areas, it is important to have a mechanism that maximizes rural leaders’ abilities.