Canales de distribución y estrategias de comercialización para la flor colombiana en los Estados Unidos: un marco conceptual

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.