Strategy development for Mediterranean pot plants: A stakeholder analysis

In the economic literature ornamental plants production is still largely unexplored, although its economic growth appears strongly relevant. European Union represents one of the world's highest densities of flower production per hectare. In light of scarcity of studies concerning the economics of ornamental industry and given the lack of knowledge about the level of competitiveness of ornamental sector holdings, a participatory approach, through a subjective perception of several stakeholder groups, can be useful to detect and describe main factors affecting the competitive potential of ornamental plant industry. A cognitive map approach was used to analyze most relevant economic and social aspects of Mediterranean Ornamental plant in Sicily in order to assess and improve competitiveness of pot plants growers. This paper show first results of a qualitative study carried out on economic and social aspects of Italian pot plants organization with respect to Mediterranean plant productions.