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Learn the Findings from the Floral Industry’s Joint Research Project on B2B E-Commerce
Last year, nine floral trade associations banded together to produce a comprehensive research study examining the floral supply chain. The goal of the study was to determine changes in industry structure, how firms conduct themselves in the marketplace, and gaps in available information and techniques. One of the major gaps exposed through this research is current usage of business-to-business technologies in the floral industry. This project became particularly relevant after the shift toward digital platforms during the COVID-19 pandemic, and the results have been eye-opening.

So, what trends and analysis did the research uncover? Join lead researcher Dr. Charlie Hall from Texas A&M University as he provides his take on the results, and directly answers questions provided, by you, our members.

Nov 4, 2020 03:00 PM in Eastern Time (US and Canada)

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Dr. Charlie Hall
Professor & Ellison Chair @Department of Horticultural Sciences, Texas A&M University
Dr. Charlie Hall grew up in the industry on a nursery in Western North Carolina. Although an economist by training, he is currently a Professor in the Department of Horticultural Sciences at the Texas A&M University and also holder of the Ellison Chair in International Floriculture. His major areas of specialization include innovative management and marketing strategies, financial analysis and benchmarking, and the situation/outlook for nursery and greenhouse crops. He is an invited speaker at numerous regional, national, and international meetings of various industry-related associations and organizations. He is particularly known for the enthusiasm, passion, and intensity he exhibits when speaking. Dr. Hall is an Honorary Lifetime Member of the Texas Nursery and Landscape Association and has received TNLA’s Award for Outstanding Service to the Nursery Industry. He is also a member of the Hall of Fame and Honorary Lifetime Member of the Tennessee Nursery and Landscape Association.