Abstract
In order to highlight some of peculiarities of mechanisms and dynamics of the ornamental plant market this paper presents the first use of the Delphi method for a scenario analysis of ornamental plant production. The present study aims to forecast the evolution and expansion of the ornamental plant market and to identify future scenarios for the development of Italian companies involved in the ornamental pot plant industry. The results of the survey highlight a considerable agreement among experts that production and trade in the near future will remain fairly stable. Despite the increased interest of new and emerging markets in ornamental plants, not all producers will benefit from this development. Our findings predict a reduction in the income of Italian ornamental plant producers due to decreased prices, accompanied by a progressive exit from the market of small- and medium-sized enterprises unable to adequately innovate and adopt the optimal supply chain strategies required by current markets.
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