A. J. Dunne

THE TRAINING OF AGRIBUSINESS MANAGERS FOR THE FUTURE

Changing circumstances in the agricultural sector require new skills to address the challenges. Effective curricula must reflect and respond to employers needs and be constructed within a sound educational paradigm. This article explores the skills of agribusiness managers as obtained from AGRIMASS (Agribusiness Management Aptitude and Skills Survey). The results are compared with similar surveys implemented in the United States, Canada, and Australia. Agribusiness executives identified personal, interpersonal and educational skills as most important. Business skills were also ranked as important for success in agribusiness firms.

From bush to bouquet: The relevance of market research

‘Adopt a consumer focus’ is the mantra that pervades the commercialisation strategies of horticultural products world-wide, but does this translate into practice in small and medium enterprises or is the process still production driven? Typically, new products in floriculture are modifications of existing products, which are introduced to existing markets, where consumers’ needs are well understood. Under these circumstances, the traditional role of market research is marginalised. In contrast, the commercialisation of ‘true’ new products into new markets involves a greater effort. Here, market research can identify market segments that are more receptive to innovation and experimentation. In this paper, the authors draw upon preliminary research and their initial experiences in the commercialisation of an Australian native flower to examine the inter-play of information flows and new product development.