Southern rural sociology finds itself at an important political, social, and economic juncture. Given present funding constraints, land grant university faculty working in rural sociology must assume a more entrepreneurial posture if the discipline in to survive the challenges that confront it. The emergence of the importance of policy analysis to the agenda of contemporary southern politics provides a "market window" for rural sociologists to contribute to the maintenance and enhancement of rural sociology in the region and to the present and future quality of life in the South. This paper examines these issues and proposes an entrepreneurial model for the discipline.

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