USE OF THE INTERNET AS AN INFORMATION AND COMMUNICATION TOOL IN FLOWER TRADE

Objective of the contribution is to explore and investigate options an d ways for enterprises in the business of wholesale and trade to benef it from the internet. Commodities in the center of interest are cut fl owers, potted plants and bedding plants. First is a short description of the current situation and predicted future development of the Germa n market for these commodities. An introduction of relevant internet p roperties, performance features, and services as related to the topic follows. Ways to use and benefit from various internet services in who lesale and trade are explained in depth. Special emphasis is placed on applications as an information and communication tool. Selected examp les display current standings and possible trends of innovative applic ations in the U.S., The Netherlands, and Germany. Needs and demand of actual and potential users (with an emphasis on retailers) have been i nvestigated in several surveys focusing on appropriateness and design of internet order- and trade systems. Derived from results of those st udies advanced requirements of future applications (information, order , sale). The contribution concludes with recommendations for developin g adequate internet trading tools.