Abstract
Floriculture as a sunrise industry has still not been the fancy of business researchers but as a sector which often marks an entrepreneurial shift directly from the primary sector to high end export, shift in market networking from human interface to global information technology networking and from localized sale and purchase to dependence on complex international logistics, it offers potential for studies in strategic change in a host of economic and management areas. Based on in-depth interviews with floriculturists, bankers, scientists, officials of the Government of Uttar Pradesh, wholesalers and retailers of the flower markets, the paper examines some key elements that mark the transformation from traditional agriculture to export oriented floriculture in and around Lucknow.
The paper discusses the basic supply chain models in different kinds of floriculture and the bottlenecks in the rise to the level of exports.
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