When Better Doesn’t Pay: The Case of Ecuadorian Roses

Despite globally recognized product quality (primarily measured in terms of longer vase life), Ecuadorian rose growers were finding it extremely difficult to achieve attractive levels of profitability. As one of Ecuador’s chief exportable products, and generating more than 100,000 jobs, the industry needed to change. How could this small Latin American country re-imagine how it competes in this global market in 2018 and beyond?