At the end of 2018, international markets were no longer paying a premium for Ecuadorian roses. Despite globally recognized product quality, mainly attributed to a longer vase life, Ecuadorian rose growers found it extremely difficult to achieve attractive levels of profitability. A multi-year analysis of US-based data showed just how pronounced this trend was (see Exhibit 1). Being one of Ecuador's chief exportable products, and generating more than 100,000 jobs, the industry needed a change. How could this small Latin American country reimagine how it competes in this global market?

【書誌情報】

ページ数：9ページ

サイズ：A4

商品番号：HBSP-TB0569

発行日：2019/1/1

登録日：2020/3/24