Hypercompetition for farms? The new use connect "to ornament and for edible" of plants mediterranean potted.

Market globalization constitutes a vivacious entrepreneur platform in recent years. Demand stimulus played a key role in the holdings international scenario. Nursery gardening is herein fairly involved due to the great variety of products available in international markets that are routinely renovated to increase demand. Product increasing innovation is done by companies with ample finance and human resources, as well as hi tech plants. Companies keep experimenting new market strategies: one of them is to add selling value to some Mediterranean species already sold for ornamental purposes. For example, marketing such plants also as edible so that the final client will find multi- urpose plants (ornament, aromatic and edible). All of this shows that the ornamental plant compartment lives in a dynamic managerial and organizational environment and made the authors to investigate further if the hypercompetition phenomenon can extend to such compartment. This study shows the Italian results of such investigation, given the fact that this is only the first ever conducted and pending further ones, demonstrating lively competition in an area therefore highly competitive.