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Tina M. Waliczek, Dave Byrne and Don Holeman

1808 growers ( U.S. Department of Agriculture, 2015 ). According to the Green Industry Research Consortium National Survey ( Green Industry Research Consortium, 2013 ), roses contributed 3% of overall sales among 18 horticultural production crop

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Charles R. Hall and Dewayne L. Ingram

Many current economic trends and driving forces point to the fact that the green industry is in a period of hypercompetitive rivalry with consumer demand exhibiting characteristics of being in the mature stage of the industry life cycle ( Hall, 2010

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with high resistance. In some years and locations with low disease pressure it may be possible to eliminate sprays specifically for powdery mildew when growing a high-resistance variety. Economic Contributions of the U.S. Green Industry in 2007

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‘Yan’. Online Advertising in the Green Industry Online marketing, such as social media and websites, can help businesses in the green industry to increase sales and build brand awareness. In a study of 1215 businesses, Torres et al. (p. 374) found that

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Alan W. Hodges, Charles R. Hall, Bridget K. Behe and Jennifer H. Dennis

The U.S. Green industry, including nursery and greenhouse producers, landscape services firms, and wholesale and retail distributors, has grown dramatically during the past 2 decades, becoming an increasingly important sector of American

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Robert F. Brzuszek, Richard L. Harkess and Susan J. Mulley

Demand for native plants is increasing in certain regions of the United States ( McMahan, 2006 ). Native plants are considered an emerging niche market in the green industry, and increased sales are being spurred for a variety of reasons ( Hamill

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Robert Polomski

?”); and Picrasma quassiodes (“Rare. Worthy? I will allow the reader to decide. I have a plantsman’s affinity for the species and am at a loss to explain its remoteness in cultivation”). The Encyclopedia caters to green industry professionals

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Sheri Dorn, Lucy Bradley, Debbie Hamrick, Julie Weisenhorn, Pam Bennett, Jill Callabro, Bridget Behe, Ellen Bauske and Natalie Bumgarner

the experiential or hedonic values, shortchanges potential profits. All too often, products are promoted and sold by focusing on the functional value. Horticulturists tend to focus marketing of green industry products and services exclusively on the

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Dewayne L. Ingram, Charles R. Hall and Joshua Knight

remain a crop of considerable economic importance. Although consolidation within the industry has reduced the number of breeders, young plant producers, rooting stations, and growers, the green industry supply chain still depends heavily on this

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Diane M. Narem, Mary Hockenberry Meyer, Chengyan Yue and Nicole Roth

specific products or special events and can include shelf edging, display stands, posters, banners, and plant tags ( Barton and Behe, 2017 ). The 2014 National Green Industry Survey found almost all green industry retail organizations use POS displays