The goal of this research program is to offer accurate and timely appraisals of crucial problems facing industry professionals. This approach requires the identification of new issues and the redirection of resources from areas of low or diminishing concerns to areas of high or increasing concerns. It also demands that a distinction be made between merely being efficient (doing things right) and being effective (doing the right things).
The underlying impetus driving the program is recognition that a high performing industry ultimately benefits consumers through improved product quality, variety, availability, and price. The program consists of three interrelated components:
• Analysis of industry structure and agricultural technologies to determine current constraints and potential opportunities for influencing firm and industry performance
• Development and implementation of business and financial management programs designed to improve the financial performance of nursery and turfgrass businesses
• Identification of opportunities for increasing demand for horticulture products and development of marketing programs that target nursery owners and managers |
