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Building a Competitive and Sustainable Horticulture Business Model for “tHuismerk”

International Journal on Food System Dynamics

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Field Value
 
Title Building a Competitive and Sustainable Horticulture Business Model for “tHuismerk”
 
Creator Kouwenhoven, Gerry
Nalla, Vijayender
 
Subject business model; entrepreneur; horticulture chains; market creation; sustained business advantage
 
Description The greenhouse horticulture sector in the Netherlands is experiencing serious competitive issues. A combination of factors such as excess production, insufficient local demand, declining exports and retail price pressure has made it impossible for growers to make any profits. In response to this situation, a group of 10 green house vegetable (tomatoes, cucumbers, eggplants and bell peppers) growers has agreed to join hands and work towards creating a new business model. To formalize this cooperation they have agreed to work on creating a joint brand and named it “tHuismerk” At this stage they need help in developing a differentiating and profitable business model for “tHuismerk”.To assist in this, the authors have developed a theoretical framework and have explained how the components of the theoretical framework can be used to develop an executable business model. The application of this framework is presented in the context of a real case study.Participating students are tasked with developing the business model using this background information and the theoretical framework presented in this paper. Four concrete questions have been provided to provide guidance.
 
Publisher CentMA
 
Contributor —
 
Date 2016-04-21
 
Type info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
—
 
Format application/pdf
 
Identifier http://centmapress.ilb.uni-bonn.de/ojs/index.php/fsd/article/view/725
10.18461/ijfsd.v7i2.725
 
Source International Journal on Food System Dynamics; Vol 7, No 2 (2016): Special issue: Business case study analysis; 115 - 130
1869-6945
 
Language eng
 
Relation http://centmapress.ilb.uni-bonn.de/ojs/index.php/fsd/article/view/725/531
 
Rights Copyright (c) 2016 International Journal on Food System Dynamics