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The Melbourne garden nursery industry: a qualitative review of marketing and new product development orientation in a retail environment

Michael Enright (Senior Lecturer in the School of Management, Swinburne University of Technology, Hawthorn, Victoria, Australia)
Heath McDonald (Lecturer in Marketing at Deakin University, Burwood, Victoria, Australia)

Journal of Product & Brand Management

ISSN: 1061-0421

Article publication date: 1 June 1997

1035

Abstract

Looks at the traditional market entrants in the retail garden nursery products industry in a defined area of the eastern suburbs of Melbourne, Australia. Argues that it may well be to the detriment of these traditional entrants that a more marketing‐oriented approach has not been adopted, particularly in light of the emergence of recent market entrants which appear to pose a threat by virtue of much more integrated marketing‐based philosophies and more structured new product development approaches.

Keywords

Citation

Enright, M. and McDonald, H. (1997), "The Melbourne garden nursery industry: a qualitative review of marketing and new product development orientation in a retail environment", Journal of Product & Brand Management, Vol. 6 No. 3, pp. 175-190. https://doi.org/10.1108/10610429710175691

Publisher

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MCB UP Ltd

Copyright © 1997, MCB UP Limited

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