 Building a Competitive and Sustainable Horticulture Business Model for “tHuismerk”Gerry Kouwenhoven and Vijayender Nalla International Journal on Food System Dynamics, 2016, vol. 07, issue 2, 16 Abstract: 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. Keywords: Agribusiness (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:ags:ijofsd:236775 Access Statistics for this article More articles in International Journal on Food System Dynamics from International Center for Management, Communication, and Research Contact information at EDIRC. |
Is your work missing from RePEc? Here is how to contribute.
Questions or problems? Check the EconPapers FAQ or send mail to .
EconPapers is hosted by the
School of Business at Örebro University.