Abstract
The floriculture industry has undergone significant changes due to evolving global consumption patterns. While previous studies have primarily focused on large-scale production, there is a growing need to understand the potential of small-scale flower production. This study aimed to address this gap by examining the drivers of summer flower production among small-scale flower producers. The research was guided by theories such as global value/supply chain theory, strategic management theory, institutional theory, and transaction cost theory. A mixed-method approach was employed to collect data from 217 medium and small-scale summer flower growers in Kenya. The study findings indicate that the agribusiness value chain has a positive impact on the performance of summer flower farmers. Additionally, partnerships play a crucial role in ensuring just-in-time delivery to direct market
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