The digital and increasingly digitised world is shaped by the interplay of new technological opportunities and ubiquitous societal trends. These developments facilitate the rise of the sharing economy and open for a variety of new entrepreneurial opportunities that businesses can take up.

This book offers comprehensive answers to the question of what makes up the rural enterprise economy in the contemporary business world. It addresses the competitiveness and viability, strategic management and strategic change, and marketing issues for both incumbent and start-up companies in rural regions.