Globalization of markets, new enterprise strategies and organization of firms.

摘要

The article looks at the problems facing the horticultural sector as a result of the opening up of world markets and the introduction of European monetary union. The first section looks at the globalization of world markets, which is increasing competition from outside the EU as well as the monetization of the market, producing a shift to an options market in many sectors, all of which require greater financial and productive efficiency. This in turn requires the development of new forms of macro-modelling, in which know-how, information flows and the ability to attract investment are highlighted as much as productive processes. The second section looks at the introduction of the Euro and its likely impact as an accelerator of business and as facilitating the decentralization of certain marketing functions to make them more responsive to the needs of local groups of consumers, as well as making easier the comparison of world commodity prices and reducing opportunities for speculation. In other respects, increased standardization of products and packaging are also envisaged. The final section looks at strategic developments in horticulture specifically, the most realistic of which is argued to be an integrated one focusing on small producers andtheir associations, but able to exploit the new organizational and financial techniques required in the future.