Duration: 10/01/2011 to 09/30/2016

Administrative Advisor(s):

NIFA Reps:

Non-Technical Summary

Statement of Issues and Justification

Economic, technological, social, and environmental factors continue to create
changes in the marketplace that impact producers, retailers and consumers.
Members of NCCC-65 are committed to fostering research and dialogue that will
facilitate understanding and explanation of changes that impact the consumer-
marketplace interface. The committee has and will continue to focus its efforts on
enhancing complex data analysis and grant-acquisition skills among scholars who
study the rural marketplace and markets for products with agricultural components.
Therefore, participants in the NCCC-65 multi-state effort are positioned to address
two of the North Central cross-cutting research areas, specifically: (a) Economic
Development and Policy and (b) Social Change and Development.


The forces of change in the marketplace are many and varied, ranging from
technology and its impact on the buyer-seller interface to the complexity of an
increasingly diverse consumer in terms of age, ethnicity, life stage, lifestyle, and
economic circumstance. During the last few years, the realities of the severe
economic global recession have created a highly uncertain market environment,
making it difficult for retailers and producers to plan and survive (Dooley, Yan,
Mohan, & Gopalakrishnan, 2010). The recession has moved consumers to take a
cautious stance as a reaction to uncertainty about their personal and economic
security (Townson, 2010). Research is needed to understand how consumers,
retailers, and producers are coping with the difficult economy.


For example, shifting demographic trends, such as the decline in rural
populations, led to decline of rural small retailers over the past several decades
(Vias, 2004). The thinning of the rural population has lead researchers to expect
that rural small businesses would fare poorly in this economy. However, recent
research in England indicates that small rural firms have performed marginally
better than small urban firms (Anderson, Osseichuk, & Illingworth, 2010).
Examination of small businesses in the U.S. for differential trends in performance
among rural and urban retailers and producers would be useful for businesses in
both rural and urban areas. Small businesses in all areas have faced difficulties in
acquiring financial credit (Small Business, 2009) and have adopted new strategies
for dealing with limited capital resources (Anderson et al., 2010).


Critical to development of strategies for rural economic growth is awareness not
only of the dramatic changes, but also of the uncertainties and resistance to change
that frequently characterize rural communities. For example, Stoel, Jeong, and Ernst
(2010) found that small rural retailers varied in their attitudes and intentions to use
the internet for business purposes. Knowledge of the varied attitudinal structures of
rural business owners to new technology will help in business consulting efforts.
Effective research-based programs are needed that maximize rural assets and
acknowledge liabilities along with an awareness of diversity across today's rural
regions and individuals.


Rural consumers also are highly varied, and continued research will help rural
planners and businesses prepare for the future. Cromartie, Nelson, & Barkey (2010)
propose that baby boomers, born between 1946 and 1964 and entering retirement
age, are likely to increasingly migrate to high-amenity rural and exurban counties.
The face of some areas of rural America could begin dramatically changing during
the next 10 years. Housing, retailing, and health-care needs in areas with
increasing older populations will require adjustments in planning, development, and
design, as described by Thomas and Blanchard (2009) in their article dealing with
the concept of aging-in-community. Demands for attention to quality of life issues
will certainly increase. Fisher, Johnson, & Marchand (2007) found that older adults
are maintaining their homes and non-housing consumption well into their 70s. The
reasons for this are varied, but the implications are that as the large population of
baby boomers age they will likely continue to need and want more goods and
services in order to remain in their homes as long as possible.


Understanding the new older population is essential; previous behavioral and
attitudinal patterns among rural older persons will not all likely persist, particularly
in relation to use of technology. For example, among female consumers 60 years
and older, Lee, Damhorst, Park, Kozar, & Martin (2010) found fairly positive interest
and intention to adopt future applications of body scanning technology for apparel
purchases, especially among those who were younger, more educated, and/or
involved in sewing. The potential for new service development for these consumers
in small town areas is substantial. Retailers and producers may find new arenas for
business activity that will require great creativity and experimentation as the
technology is refined and becomes more accessible to consumers over the next 20
years. Previous patterns of global sourcing of apparel production may shift if this
technology is adopted. The advancement of new technologies will stimulate
continuous changes in how business is transacted.


As agriculture's share of the rural economy declines, entrepreneurship,
innovation, and small business vitality are likely to be the future sources of
competitiveness and growth for rural areas (Manrique, Mathieson, Yeung, &
Johnston, 2005). With changing population distribution, economic instability, shifts
in attitudes toward technology adoption, and new business opportunities in
retailing and production of consumer goods, needs for research-based
understanding continue. The producer-retailer-consumer interface is exploding in
its complexity, requiring increasing complexity in approaches to research.


Over the next five years, the committee will identify research directions related to
social change in the marketplace, offer training programs to increase rigor of
research methods and analysis techniques, foster skills in grantsmanship, provide
opportunities to build partnerships and develop mutual interests at the national
level, and share and critique new ideas and research results. Researchers in the field
have demonstrated a need for the programs we offer, as indicated by the strong
attendance at every workshop and conference session NCCC65 has conducted over
the last 10 years. There is no other existing organization that will offer the array of
sessions we provide and that can serve as a think-tank to generate new groups of
cooperating scholars with interdisciplinary and multi-state focus on complex
problems of social change in the marketplace.


To address existing and emerging issues related to social change in the
marketplace, NCCC-65 has focused on increasing the overall quality, quantity, and
competitiveness of research related to social change in the marketplace by initiating
systematic efforts to strengthen the research focus and infrastructure and foster
collaborations. A programmatic 10-year effort was implemented. The goal was to
increase the number of researchers receiving external funding to generate
knowledge and move the research agenda forward in this critical and dynamic area
of inquiry. During the last five years of the project, five targeted workshops and
special conference sessions were held in four areas of the U.S. and one in Canada to
assist scholars in order to increase the quality, competitiveness, and collaborative
efforts of their research. Funding for a data-sharing conference was also acquired.
NCCC-65 collaborators have initiated research to address priority areas;
nevertheless, continuing effort to facilitate and promote collaboration and
competitiveness is needed.


As an outgrowth of these previous efforts NCCC-65 aims to focus its objectives
for 2011 through 2016 on four key areas of social change in the marketplace. The
first area is technology and its impact on consumer/retailer/producer actions in the
marketplace. Topics of interest include, but are not limited to, the lack of
technological and business knowledge and skills in rural businesses and how
marketers are coping with rapidly changing consumer expectations for and use of
technology in the marketplace. The second area is society's impact on consumer
demand for goods and services to improve human well-being. Collaborative work
and information exchange will focus on US consumption changes resulting from
emerging trends that create new consumer needs and preferences, such as
increasing obesity, the changing view of aging, increasing number of ethnic minority
consumers, immigration and populations shifts (i.e., exurban and in-urban
migration; relocation due to natural disasters). The third area is economic linkages
among consumers, retailers, and producers to enhance community development.
Member efforts in this area will focus on establishing and exploring new linkages
among family businesses, entrepreneurs, communities, and local and regional
markets and designing strategies to develop human capital in the face of economic
downturn. The fourth area is sustainability. The marketplace is experiencing a
transition toward increasing environmental responsibility, which is one of the major
challenges producers, retailers and consumers will be facing in the near future.
Many producers and retailers are modifying strategies to address society's demand
for more responsible business practices related to the three components of
sustainability: environmental, social and economic responsibility. NCCC-65 initiated
ESRAB (Educators for Social Responsibility in Apparel Businesses) early this last
decade and will continue to have close relationship to the topic.


Addressing research questions focused on social change in the marketplace often
requires complex research techniques and procedures as well as a collaborative
model for conducting research. Thus, a multi-state effort engaging scholars
representing a diversity of expertise will encourage the development of science-
based information for consumers, retailers, and producers and solutions beyond any
one state. A multi-disciplinary approach is essential to understanding the complex
problems arising from social change in the marketplace. NCCC-65 members
represent diverse areas of research and inquiry such as consumer behavior,
gerontology, e-commerce, rural retailing and entrepreneurship, textile recycling,
anthropometric study of body shape for sizing, body scanning for product
development, aesthetics, and obesity stereotypes. Current members represent a
range of institutional types and geographic regions. Also, members bring expertise
regarding the effect of social change on different systems (e.g., family, community,
economic, social).


The area of interest, social change in the marketplace, is complex and requires a
range of expertise and viewpoints in order to conceptualize research
problems/questions, design appropriate research methods and analyses, and
disseminate findings. Working collaboratively within the NCCC-65 multi-state
committee and facilitating opportunities for interaction with the broader community
of scientists working in this area will result in new research directions and greater
depth in existing research topics. Specific issues and problems associated with
social change in the marketplace may be unique to one state or locale, yet their
resolution may apply regionally or nationally. Scientists' capability will be increased
by a multi-state information exchange that facilitates the sharing of expertise and
viewpoints, development of advanced skills in data analysis and collection, the
creation of partnerships and collaborative relationships, and by the critique and
review of new ideas and research results.

Objectives

Procedures and Activities

1. To address Objective 1, NCCC-65 members will:

a. enhance availability and organization of scholarship of teaching and research resources via an open source website. Blogging capability will be incorporated in the website and a speaker circle list will be maintained.

b. encourage graduate and undergraduate students to participate in sharing and critiquing research ideas in workshops and conference sessions.

c. apply for USDA conference grants for developing collaborative research on social change in the marketplace.

d. encourage membership in Community of Science (COS) among social change in the marketplace researchers. Encourage updating of profiles and ask scientists to list NCCC65 on their COS pages as an association.

e. identify emerging ideas and issues related to social change in the marketplace in our meetings and at special conference sessions.

f. develop strategies to challenge researchers to produce work that has impact on and interest to constituencies outside of academia. Provide seminars/workshops about how to write for lay audiences.

2. To address Objective 2, NCCC-65 members will:
a. visit relevant funding agencies in Washington, DC to learn about funding opportunities and to seek recommendations and advice of for sound and competitive proposals. Representatives from member institutions will share insights gained with professional organizations through conference sessions and newsletter articles.
b. encourage membership in Community of Science (COS) to increase awareness of funding opportunities related to social change in the marketplace.
c. apply for USDA conference grants for developing collaborative grant proposals on social change in the marketplace.

3. To address Objective 3, NCCC-65 members will
a. develop workshops on qualitative and mixed methods research to increase rigor and depth in research.
b. develop workshops on experimental design and stimulus development.
c. make available on the NCCC-65 open source website good examples of research incorporating various methods.
d. Share information from editors of relevant journals about what makes a good manuscript and what makes a good review. Conference sessions and posting of interviews of editors on the open access website will make this information available.

Expected Outcomes and Impacts

Projected Participation

View Appendix E: Participation

Educational Plan

National workshops and special topic sessions at professional meetings will increase linkages to scholars interested in social change in the marketplace and serve to disseminate information about this important area of research.

NCCC65 will develop an open source website for sharing of information about location of online resources for research related to and teaching about social change in the marketplace.

Efforts will be made to ensure that information is disseminated to ethnically diverse and minority serving colleges and universities. Promotional strategies to communicate information about availability of the open source website will be specifically targeted at such institutions.

Organization/Governance

The committee will follow the recommended Standard Governance for multistate research activities, which includes the election of a Chair, a Chair-elect, and a Secretary. All officers are to be elected for at least two-year terms to provide continuity. Administrative guidance will be provided by a selected Administrative Advisor and a NIFA Representative when available.

Literature Cited

Anderson, A. R., Osseichuk, E., & Illingworth, L. (2010). Rural small businesses in turbulent times: Impacts of the economic downturn. Journal of Entrepreneurship and Innovation, 11(1), 45-56.

Cromartie, J., Nelson, P., & Barkey, P. M. (2010, Summer). Baby boom migration tilts toward rural America. Montana Business Quarterly, 48(2), 2-8.

Fisher, J.D., Johnson, D.S., & Marchand, J.R. (2007). No place like home: Older adults and their housing. Journal of Gerontology: SOCIAL SCIENCES, 62B(2), S120S128.

Lee, Y., Damhorst, M. L., Lee, M., Kozar, J., & Martin, P. X. (2010, October). Older women's clothing fit concerns and their attitudes toward use 3D body scanning. Paper presented to the International Textile and Apparel Association, Montreal, Canada. Paper of Distinction Award recipient.

Dooley, K. J., Yan, T., Mohan, S., & Gopalakrishnan, M. (2010). Inventory management and the bullwhip effect during the 2007-2009 recession: Evidence from the manufacturing sector. Journal of Supply Chain Management, 46(1), 12-19.

Manrique, L., Mathieson, M., Yeung, O. & Johnston, K. (2005). Crafting a competitive future: Capitalizing on rural America. Des Moines, IA: Federal Home Loan Bank and SRI International. Retrieved November 29, 2005, from http://www.sri.com/policy/csted/reports

Small business, big problems. (2009, December 12). Economist, 393(8661), 14,16.

Stoel, L., Jeong, S., & Ernst, S. (2010). Beliefs of small, independently owned rural retailers about internet use: A typology. Marketing Intelligence & Planning, 28, 88-104.

Thomas, W. H., & Blanchard, J. M. (2009). Moving beyond place: Aging in community. GENERATIONS  Journal of the American Society on Aging, 33(2), 12-17.

Towson, M. (2010, September 1). Discover® U.S. Spending Monitor SM flat in August. Retrieved September 10, 2010 from http://www.discoverfinancial.com.

Vias, A. C. (2004). Bigger stores, more stores, or not stores: Paths of retail restructuring in rural America. Journal of Rural Studies, 20, 303-318.

Attachments

Land Grant Participating States/Institutions

CO, IA, IL, KS, KY, MI, MN, ND, NE, NY, OR, SD, WA, WI

Non Land Grant Participating States/Institutions

Miami University, Ohio, University of North Texas