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When Better Doesn't Pay: The Case of Ecuadorian Roses

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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

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