"Dutch horticulture focuses too much on costs"

Many entrepreneurs of medium-sized businesses in the greenhouse sector are primarily concerned with lowering the cost of their product instead of with the innovation of their business model.

Erik de Rooij, business consultant DLV Plant interviewed fifteen greenhouse growers on the development of their business model. During an Arena Session on dynamic entrepreneurship in Bleiswijk he gave an explanation of his findings.

De Rooij asked entrepreneurs about the structure of their business, the mode of management, production and technology of the companies, the market, the level of cooperation and how they interact with business strategy and their environment.

Reed more about this research at Nieuwe Oogst.

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