Document Type

Article

Publication Date

1-1-1998

Abstract

This decision case concerns production and marketing problems that many ornamental growers incur. At the retail level, popular ornamental crops are often used as loss leaders to draw the public into stores to make other purchases. As a result, retail buyers are concerned not with quality but with price and volume. To meet the needs of price-conscious buyers, growers may attempt to reduce their production costs by reducing the level of production inputs, with some sacrifice in product quality. The owners of Two Sisters Greenhouses must decide whether they are going to produce lower-quality plants, change marketing strategies, or grow alternative crops to retain their current profit margins. This case study was intended for use in greenhouse management, nursery management, and floriculture courses where students assume the role of a decisionmaker in poinsettia production and marketing.

Publication Source (Journal or Book title)

HortTechnology

First Page

606

Last Page

609

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