STORE IMAGE ASSESSMENT FOR POSITIONED RET AILING IN HORTICULTURE

To be successful, horticultural retail stores, flower shops and garden centers must create and maintain a distinctive, clear, and consistent image. Applied to a retailing floriculture company a method is introd uced to analyze this public image. Based on the results of this study, a strategy is then developed for providing a competitive advantage. I n the case study this distinctive competency of the retailer relative to his competitors has been identified as biological pest control.