Keywords
case study, business
Abstract
In the small town of Ridgefield, Washington, growth seems inevitable, with more people moving to the Portland-area suburbs in search of affordable living and a smalltown atmosphere. But for the residents of Ridgefield, there is a growing concern about the loss of this very atmosphere, primarily driven by a fear of large stores moving in and displacing smaller local retailers. This study examines the town of Ridgefield, the community’s attitudes toward growth and local businesses, and how one local business—Ridgefield Hardware—is overcoming the growth of e-commerce and big-box retailers. Key findings include recommendations for small retailers to embrace being small and local, personalize relationship marketing, and embrace the community.
Recommended Citation
Pimentel, R. W. (2019). How Small Business Can Win: Surviving E-commerce and Category Killers: Ridgefield Hardware. Mountain Plains Journal of Business and Economics, 20(1). Retrieved from https://openspaces.unk.edu/mpjbt/vol20/iss1/5
