The Melbourne garden nursery industry: a qualitative review of marketing and new product development orientation in a retail environment

Abstract

Looks at the traditional market entrants in the retail garden nursery products industry in a defined area of the eastern suburbs of Melbourne, Australia. Argues that it may well be to the detriment of these traditional entrants that a more marketing‐oriented approach has not been adopted, particularly in light of the emergence of recent market entrants which appear to pose a threat by virtue of much more integrated marketing‐based philosophies and more structured new product development approaches.

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