Journal of Horticulture
Open Access

Hsin-I Hsiao

Publications

• Research Article
  Decision Making Factors for Country-of-origin Agriculture Branding in International Markets: The Case of Orchids in Taiwan
  Author(s): Hsin-I Hsiao, Ching-Cheng Chang and Chia-Hsuan WuHsin-I Hsiao, Ching-Cheng Chang and Chia-Hsuan Wu
  
  The orchid is Taiwan’s top flower export product. However, increasing competition from the Netherlands and China had a great impact on Taiwan’s export. This research examines the question of what are the major considerations for using the Taiwanese Phalaenopsis orchid label for promotion in international markets. The results indicate lack of specialized chilled storage techniques and lack of quality standards are two important factors. In particular, product quality is a key consideration. The paper provides valuable insights in developing a country brand label for governments who are looking for differentiation of agriculture and food products in international markets. .. View More»
  DOI: 10.4172/2376-0354.1000134

  Abstract PDF

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