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ISHS Acta Horticulturae 1132: XVIII International Symposium on Horticultural Economics and Management

A typology of online flower shops on the German market

Authors:   M. Rombach, V. Bitsch
Keywords:   cut flowers, in depth interviews, typology, qualitative content analysis
DOI:   10.17660/ActaHortic.2016.1132.17
Abstract:
The study provides a typology of online flower shops on the German market, and analyzes how they interact with each other and with consumers. The data collection included in-depth interviews with representatives of online flower shops, review of newspaper and trade magazine articles, and webpages of online flower shops, including consumer feedback. All data were analyzed through qualitative content analysis. Results indicate a highly competitive market where even successful market players do not know their exact market position due to lack of market data. Six types of online flower shops are distinguished.

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1132_16     1132     1132_18

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