ISHS Acta Horticulturae 481: International Symposium on Growing Media and Hydroponics
STRATEGIC PLANNING: KEY TO FUTURE MARKET GROWTH AND ECONOMIC SUSTAINABILITY IN THE GREENHOUSE VEGETABLE INDUSTRY |
| Authors: | Glenn H. Sullivan, Kevin B. Garleb |
| Abstract:
The greenhouse vegetable industry in North America is in rapid transformation from small- scale production with limited resources, to large commercial operations having access to the capital and management resources needed for expansion. However, future economic sustainability within the industry increasingly will require greater focus on market performance issues, and less on production-driven resources. Rapidly changing consumer demands for convenience, quality, value-added services, and point-of-purchase consistency, combined with greater leverage at the retail level, will require that producers and shippers focus more strategically on marketplace issues if profitable industry growth is to be sustained. | |
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