The reputation of horticulture – an internal view of the industry

The reputation of an industry represents important strategic resource and this has already been highlighted in the past for horticulture sector. However, heterogeneity makes it difficult to be perceived by society. An online survey was conducted identify most characteristics reasons its good or bad reputation. For purpose, 102 experts – consultants from horticultural were asked describe industry. evaluation survey, based on a qualitative content analysis using inductive category formation, indicated that is primarily associated with diverse activities various product groups. In terms groups, focus food products. rated as ‘slightly positive’ 7-point Likert scale, average 4.4.