Business adoption of information and communications technologies in the two-tier rural economy: some evidence from the South Midlands

This paper explores the reasons why rural firms choose to adopt and use information and communications technologies. Evidence for rural restructuring and its implications for conceptualising the rural economy, is reviewed. Information on firms is obtained by means of a questionnaire survey and intensive in-depth interviews. Pronounced variations in adoption are identified. They are explained by the pressures exerted by customers and suppliers and the ways these are responded to by managers. The concept of a two-tier rural economy, based upon levels of adoption, is introduced. The need to focus upon global–local rather than urban–rural differences is emphasised. Implications for those who advise and seek to help rural businesses are considered.