What question did this study set out to answer?

The aim is to determine how Cooperative Extension can remain relevant and successful over time by understanding its core business.

May 28, 2026

What Business Are We In?

Key Points

The aim is to determine how Cooperative Extension can remain relevant and successful over time by understanding its core business.
Analyzed successful business strategies of U.S. industrial firms over 100 years.
Reviewed relevant literature including a Wall Street Journal article on effective marketing.
Addressed the unique strengths of Cooperative Extension in serving rural communities.
Identified marketing as a critical factor for Extension's future viability.
Emphasized the importance of connecting educational offerings in agriculture and home economics to the needs of rural individuals and families.

Abstract

There is a parallel between U.S. industrial firms that have been successful for 100 or more years and what Cooperative Extension must do to remain viable in the years ahead. A recent article in The Wall Street Journal provides valuable food for thought on how we can most-effectively market our organization. As we ask ourselves "What Business Are We In?", it is imperative that we focus on Extension's strength. We know and serve the adults and youth of rural America, providing them education in agriculture and home economics.

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