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  • Author or Editor: Margaret J. McMahon x
  • HortTechnology x
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This decision case concerns production and marketing problems that many ornamental growers incur. At the retail level, popular ornamental crops are often used as loss leaders to draw the public into stores to make other purchases. As a result, retail buyers are concerned not with quality but with price and volume. To meet the needs of price-conscious buyers, growers may attempt to reduce their production costs by reducing the level of production inputs, with some sacrifice in product quality. The owners of Two Sisters Greenhouses must decide whether they are going to produce lower-quality plants, change marketing strategies, or grow alternative crops to retain their current profit margins. This case study was intended for use in greenhouse management, nursery management, and floriculture courses where students assume the role of a decisionmaker in poinsettia production and marketing.

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The interest in using nonchemical alternatives for growth control of horticultural crops has recently increased due to public concerns for food safety and environmental pollution. Several research teams around the world are investigating alternative growth control measures, such as genetic manipulation, temperature, water and nutrient management, mechanical conditioning, and light quality manipulation. This review discusses the recent developments in light quality manipulation as a nonchemical alternative for greenhouse plant height control.

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