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Iftikhar Ahmad, John M. Dole, M. Aslam Khan, M. Qasim, Tanveer Ahmad, and A.S. Khan

The rose is one of the leading cut flowers in the global floriculture trade and is used at almost every event in both local and international markets. The major rose-producing countries of the world include The Netherlands, Colombia, Kenya, Israel

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Christopher J. Currey, Kenneth G. McCabe, and Kellie J. Walters

In 2015, the wholesale value of floriculture crops for the top 15 producing states was $4.37 billion USD ( U.S. Department of Agriculture, 2016 ). Of that total value, annual bedding and garden plants were the most valuable sector, valued at $1

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Songul Sever Mutlu and Ece Agan

. 442–445. In: R.A. Larson (ed.). Introduction to floriculture. Academic Press, New York, NY Hammid, M.M. Williams, R.R. 1997 Effect of different types and concentrations of plant growth retardants on Sturt’s desert pea ( Swainsona formmosa ) Sci. Hort

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Nicole L. Waterland, John J. Finer, and Michelle L. Jones

transpirational water loss and prevent wilting ( Malladi and Burns, 2007 ). Antitranspirants can be used by producers to prevent wilting and extend the postproduction shelf life and marketability of floriculture crops ( Goreta et al., 2007 ; Martin and Link, 1973

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Chad T. Miller, Neil S. Mattson, and William B. Miller

subsequent induced nutrient deficiencies, including Fe. Therefore, a better understanding of a more efficient watering practice would be beneficial. There are a vast number of species and cultivars produced in the floriculture sector, and often times

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Christopher J. Currey, Kellie J. Walters, and Kenneth G. McCabe

.J. Lopez, R.G. Krug, B.A. McCall, I. Whipker, B.E. 2012 Substrate drenches containing flurprimidol suppress height of ‘Nellie White’ easter lilies HortTechnology 22 164 168 Dole, J.M. Wilkins, H.F. 2005 Floriculture: Principles and species. 2nd ed. Pearson

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Jonathan M. Frantz

floricultural crops, P supply can influence flowering and plant height. Whitcher et al. (2005) observed increases in plant height and flower number with both new guinea impatiens ( Impatiens hawkeri ) and vinca as P supply and foliar concentrations increased

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Jonathan M. Frantz, Bryon Hand, Lee Buckingham, and Somik Ghose

. Sanders M. Greenhouse engineering Natural Resource Agr. Eng. Serv. Publ. 33 Bartok J.W. Jr 2005 Greenhouse management/engineering: Fuels and alternate heat sources for commercial greenhouses 27 Nov. 2009 < http://www.umass.edu/umext/floriculture

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Raymond A. Cloyd, Karen A. Marley, Richard A. Larson, and Bari Arieli

.B. Casey, M.L. Grewal, P.S. Lindquist, R.K. 2004 Application rate and timing, potting medium, and host plant effects on the efficacy of Steinernema feltiae against the fungus gnat, Bradysia coprophila , in floriculture Biol

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William H. Carlson

There are over 11,000 greenhouse growers in the United States. Of this number, 8,000 produce less than $500,000 per year in total sales. Less than 1% of the 11,000 have a strategic business plan. Many may have a yearly budget, but they have not developed a formal written analysis of their business in relation to internal and external factors. A sample of 10 growers indicated that their profitability increased significantly when they understood a formal strategic business plan. The information developed from this sample indicates the entire greenhouse industry could benefit greatly from increased use of strategic planning. The marketing component of the business plan and how university personnel can facilitate this effort will be discussed.