Title: Analysing the competitive advantage for the operating model of Phalaenopsis aphrodite industry in Taiwan

Authors: Tzong-Ru Lee, Jiun-Hung Lin, Be-You Din, Siau Ching Lenny Koh, Hui-Chuan Chen

Addresses: Department of Marketing, Institute of Electronic Commerce, National Chung-Hsing University, No. 250 Kuo-Kuang Road, Taichung, 420, Taiwan. ' Department of Marketing and Logistics, China University of Technology, No. 530, Sec. 3, Jhong-Shan Road, Hukou Township, Hsin Chu County, 303, Taiwan. ' Institute of Electronic Commerce, National Chung-Hsing University, Taiwan. ' University of Sheffield Management School, No. 9 Mappin Street Sheffield S1 4DT, UK. ' The Industrial Technology Research Institute, Chung Hsing Road, Sec. 4 Chu Tung, Hsin Chu, Taiwan

Abstract: As a giant natural greenhouse, Taiwan is self sustaining in growing Phalaenopsis aphrodite from upstream seedling to downstream blooming. However, as a commodity, growing Phalaenopsis aphrodite from seedling to blooming is an intricate industry. Integration of upstream supply of raw materials and downstream delivery of products is the goal for agricultural management in a business mode. Using the five-flow business function, viz. information, business, logistics, cash and personnel, the operation model of Phalaenopsis aphrodite is analysed to identify the bottleneck and suggest possible solutions for future development and improvement.

Keywords: Phalaenopsis aphrodite; orchids; business function; Porter; five forces model; competitive advantage; Taiwan; agricultural management; bottlenecks; business flow; information flow; logistics flow; cash flow; personnel flow; distribution channels; orchid farming.

DOI: 10.1504/IJVCM.2008.017745

International Journal of Value Chain Management, 2008 Vol.2 No.2, pp.269 - 285

Published online: 28 Mar 2008 *

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