1 Associate Professor. 2 Professor. Supported in part by the American Society of Landscape Architects, 4401 Connecticut Ave., NW, Washington, DC 20008; the Southern Nurserymen's Assn., 1511 Johnson Ferry Rd., Suite 115, Marietta, GA 30062
M.P. Garber and K. Bondari
Robert F. Brzuszek, Richard L. Harkess, and Susan J. Mulley
increased demand for natives. Much of this increased demand is thought to be enhanced by the expanded use of native plants by landscape architects and contractors ( Morgan, 1997 ; Potts et al., 2002 ). Previous studies conducted in the southeastern United
Robert F. Brzuszek, Richard L. Harkess, and Eric Stortz
Do landscape architects deserve a generally bad reputation for not knowing enough about the proper selection, placement, and management of plants in their project designs? There is an ongoing debate within the discipline of landscape architecture as
Melvin P. Garber
Landscape architects occupy a strategic position in the landscape industry; yet, they have not been generally considered an important customer group by nurserymen. They influence selection of plant material for commercial, government, and residential landscapes and are generally the first to know what will be in demand. A recent survey of Georgia landscape architects found they specify $85 M of plants. This compares to the $200 M estimate for the 1989 wholesale value of nursery stock produced in Georgia. In addition, 60% of the landscape architectural firms influence which production nursery supplies plants by determining or recommending the production nursery where the landscape contractor obtains plants. More importantly, 92% of the large firms, which account for 67% of the dollar value, are involved in selection of the production nursery. The results provide the first quantitative estimate of the influence of landscape architects on nurserymen and suggest that nurserymen should view landscape architects as important customers.
E. Day and M.P. Garber
As the ornamental nursery industry moves from being production-oriented to being market-driven, growers must rethink the way they do business. No longer can producers target only purchasers of plant materials; now they must also direct marketing activities to those who influence the purchase of plants and choice of producers. Because landscape architects play an influential role in plant specification and selection of production nurseries, growers should consider ways in which effective marketing communications can be developed to influence these influencers. A marketing perspective on the decisionmaking process and the determination of the role of the individual in the decision process is used to develop recommendations on ways for growers to communicate with landscape architects. The implications of these findings for university extension programming also are discussed.
Marketing techniques were valuable in the development of an extension and research support program for the diverse Georgia nursery industry. The support program was developed in three stages: 1) needs assessment and development of industry alliances, 2) initiation of a research program based on priority needs, and 3) technology transfer. The needs assessment was facilitated by the development of a distribution channel map for the Georgia landscape/nursery industry. The industry alliances developed early in the project facilitated conduct of the research program and technology transfer. The research component was identified from an informal needs assessment and qualitative information on industry relations inferred from the distribution channel map. The research results support the contention that landscape architects have a significant influence on demand for nursery crops and that nursery operators should treat this group as important customers. The focus for technology transfer is improved marketing procedures and more efficient working relationships between nursery operators and landscape architects. This includes development of new alliances at the industry/association level, improved marketing practices for nursery operators, and positioning extension publications to benefit multiple industry segments.
Melvin Garber, Kane Bondari, and Gary Wade
A survey of landscape installers was conducted to help determine how university personnel and industry groups could better meet the needs of the landscape industry. The top four opportunities by which university personnel could assist landscape installers were to: 1) provide a hot-line for immediate professional advice (21%); 2) provide more in-house training (21%); 3) facilitate testing and introduction of new products (16%); and 4) provide lists of available publications and research findings (14%). Landscape installers also identified the most valuable information sources regarding types of plants available and plant installation. The implications of the survey results for developing education and marketing plans to serve the landscape installation industry are discussed.
Robert F. Brzuszek and Richard L. Harkess
species names. Previous research by the authors ( Brzuszek et al., 2007 ) evaluated the use of native plants by landscape architects in the southeastern United States. In this study, we determined that despite a relatively low percentage of their clients
Robert F. Brzuszek, Richard L. Harkess, and Lelia Kelly
previous research evaluated the use of native plants by landscape architects and the nursery industry in the southeastern United States ( Brzuszek and Harkess, 2009 ; Brzuszek et al., 2007 ). Native plants are being used by landscape architects and
Lee Elder and Robert Gorman
About 333 people in the Anchorage area are involved in landscaping and landscape architecture, while about 18% of all farms in Alaska are considered greenhouse and nursery farms. These greenhouse and nursery farms account for $12.7 million in annual sales and comprise 28% of total Alaska agricultural sales. Alaskan horticulture producers have little industry knowledge of landscapers' and landscape architects' demand for Alaska native plants. This survey attempted to uncover the amounts of specific native Alaska varieties of shrubs, trees, herbaceous plants, and ferns that landscapers and landscape architects used in 2004, while also asking what types of plants they would like to use if a consistent supply was established. Landscapers' and landscape architects' business activities and perceptions are also evaluated. Surveys were distributed electronically as well as by standard mail to 165 landscapers and landscape architects in the Anchorage area. An overall 12% response rate provided insight into the commercial demand for Alaska native plant varieties.