Shifts in the American Floriculture Industry: Insight from Industry Experts

Abstract

The U.S. floral industry is constantly shifting due to several factors that are involved in nearly every aspect of an industry that sells a living product. In order to determine these factors, over forty leaders from different sectors within the industry were interviewed in order to gain expert insight into which factors are directing these shifts. Utilizing the participants’ responses, Leximancer software was used to conduct a quantitative content analysis using a machine learning technique. Through our analyses, we pinpointed many of the same recurring responses from the participants regarding structural shifts in the industry, omnichannel development, and key future success factors. Implications are discussed.