%0 Journal Article 
%T Canales de distribución y estrategias de comercialización para la flor colombiana en los Estados Unidos: un marco conceptual
%J ESTUDIOS GERENCIALES;Vol. 28 No. 124 - Julio/Septiembre 2012
%D 2012
%@ 01235923
%U http://www.icesi.edu.co/revistas/index.php/estudios_gerenciales/article/view/1517
%X Colombian flower growers should not ignore current consumption trends or the consolidation
of the retail sales channel in its primary market, USA. These trends are going to have an impact
on the characteristics of the business and the roles of players in the supply chain. The objective
of this exploratory study based on a review of multiple cases is to present a framework of
opportunities to strengthen the trade of flowers and structure distribution channels that suit
the needs and changes in the purchasing habits of North American consumers. The findings
propose a series of actions to be taken by flower growers in order to increase their competitiveness
and profitability and resolve the current dilemma they are now facing about whether
to reduce supply and improve the sales price or increase demand.
%K FACULTAD DE CIENCIAS ADMINISTRATIVAS Y ECONÓMICAS
%K PRODUCCIÓN INTELECTUAL REGISTRADA - UNIVERSIDAD ICESI
%K FLORICULTURA
%K CANALES DE DISTRIBUCIÓN
%K COMERCIALIZACIÓN
%K COLOMBIA
%K FLOWER GROWERS
%K DISTRIBUTION CHANNELS
%K MARKETING
%~ GOEDOC, SUB GOETTINGEN