Articles
FROM BUSH TO BOUQUET: THE RELEVANCE OF MARKET RESEARCH
Article number
694_37
Pages
229 – 234
Language
English
Abstract
Adopt a consumer focus is the mantra that pervades the commercialisation strategies of horticultural products world-wide, but does this translate into practice in small and medium enterprises or is the process still production driven? Typically, new products in floriculture are modifications of existing products, which are introduced to existing markets, where consumers needs are well understood.
Under these circumstances, the traditional role of market research is marginalised.
In contrast, the commercialisation of true new products into new markets involves a greater effort.
Here, market research can identify market segments that are more receptive to innovation and experimentation.
In this paper, the authors draw upon preliminary research and their initial experiences in the commercialisation of an Australian native flower to examine the inter-play of information flows and new product development.
Under these circumstances, the traditional role of market research is marginalised.
In contrast, the commercialisation of true new products into new markets involves a greater effort.
Here, market research can identify market segments that are more receptive to innovation and experimentation.
In this paper, the authors draw upon preliminary research and their initial experiences in the commercialisation of an Australian native flower to examine the inter-play of information flows and new product development.
Publication
Authors
L. Lim-Camacho, A. Dunne
Keywords
Market information, consumer focus, new product development, cut flowers
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