Marketing & Economics - Ellison Chair in International Floriculture

Industry overview
Strategy
Marketing
Benchmarking
Trade Journals & Industry Publications
Recent Refereed Journal Articles
Risk Management
Trade Sponsored Research
Trade Associations
Trade Magazines
Labor & Immigration

Industry Overview

Economic Contributions of the Green Industry in the United States in 2018 (Journal of Environmental Horticulture)
Characteristics of Texas’ Nursery and Greenhouse Industries (UF-IFAS & Texas AgriLife Extension)
The View From 30,000 Feet (GrowerTalks, Jan 2010)
Making Cents of Green Industry Economics — HortTechnology 20(5):832-835.
Green Industry Research Consortium (National Survey Database)
The Economic Impact of the Fresh Produce and Floral Industry
Lawn and Garden Products in the U.S., 8th Edition
USDA-NASS Floriculture Crops
USDA-NASS Nursery Crops
USDA-FAS (Foreign Agricultural Service) Reports
2007 Census of Agriculture

Strategy

Our value proposition for the future — emphasizing the benefits of flowers, shrubs, trees, and turfgrass!
Economic, Environmental, and Health/Well-Being Benefits Associated with Green Industry Products and Services: A Review (Journal of Environmental Horticulture 29(2):96-103. (also included in the benefits section above).
Hall, Charles. How to market yourself in a questionable economy. OFA Bulletin. Number 929:1, 8-9. September/October 2011.
Hall, Charles. Business decisions to help me outshine the competition. OFA Bulletin. 932:1,7-8. March/April 2012.
Competing During Contractions – American Nurseryman
How to Survive the Maturing Nursery Marketplace – NMPro
Behavioral Pricing: Maximizing Value Relative to Customer Expectations (OFA Bulletin)

Marketing

Branding Awareness and Willingness-to-Pay Associated with the Texas Superstar and Earth-Kind Brands in Texas. HortScience 45(8):1226-1231.

Special Research Report #709 – Not Your Grandmother’s Flowers: What combination of flower fragrance and color is preferred by young adult consumers? (2011) Tracy A. Irani, Dave Clark, Becky Raulerson, Deidra Slough, University of Florida, Gainesville

Special Research Report #708 – Longevity Guarantees: Consumer preferences for redeeming guarantees (2011) Chengyan Yue, Alicia Rihn, Charles Hall, Bridget BeheUniversity of Minnesota, Texas A&M University, Michigan State University

Special Research Report #707 – Longevity Guarantees: Consumer preference for longevity labels on cut flowers (2011) Chengyan Yue, Alicia Rihn, Charles Hall, Bridget BeheUniversity of Minnesota, Texas A&M University, Michigan State University

Special Research Report #706 – Longevity Guarantees: Consumer preferences for guarantees for gifts and different occasions (2011) Chengyan Yue, Alicia Rihn, Charles Hall, Bridget BeheUniversity of Minnesota, Texas A&M University, Michigan State University

Special Research Report #705 – Longevity Guarantees: Consumer preferences for guarantees (2011) Chengyan Yue, Alicia Rihn, Charles Hall, Bridget BeheUniversity of Minnesota, Texas A&M University, Michigan State University

Special Research Report #704 – Longevity Guarantees: Consumer willingness to pay for guarantees and perceptions about satisfaction and/or longevity guarantees from different outlets (2011)Chengyan Yue, Alicia Rihn, Charles Hall, Bridget BeheUniversity of Minnesota, Texas A&M University, Michigan State University

Benchmarking

An Economic Dashboard for the Green Industry
Fisher, Paul, Alan Hodges, Bill Swanekamp, and Charlie Hall. 2012. Fine tuning overhead calculations . OFA Bulletin. 933:1,7-11. Sept/Oct 2012.
Fisher, Paul, Alan Hodges, Bill Swanekamp, and Charlie Hall. 2012. Mine your income statement. OFA Bulletin. 933:1,7-11. May/June 2012.
Enhancing Profitability in Greenhouse Firms (OFA Bulletin)
Are You One Bad Spring Away From Bankruptcy? (OFA Bulletin)
Growers Increase Use of Benchmarking System (OFA Bulletin)
Benchmarking Your Way to Success! (OFA Bulletin)
Use Benchmarking to Measure Your Company’s Success (GMPro Series: Part 1)
Benchmarking Your Way to Success (GMPro Series: Part 2)
Applying the Strategic Profit Model to the Real World (GMPro Series: Part 3)
Use Benchmarking to Improve Your Production Metrics (GMPro Series: Part 4)
Use Benchmarking to Improve Employee Performance (GMPro Series: Part 5)
Measuring Marketing and Sales Metrics (GMPro Series: Part 6)
Use Benchmarking to Improve Management Team Metrics (GMPro Series: Part 7)
Use Benchmarking to Improve Shipping Metrics (GMPro Series: Part 8)
Production Benchmarks (GMPro Series: Part 9)
Strategic Profit Spreadsheet (zipped folder)

Trade Journals & Industry Publications

Hall, Charles R. 2012. Shout it out loud. Nursery Management 28(11):24-28.
Hall, Charles R. 2012. Making cents: The right people on the bus. Big Grower. Nov 2012.
Hall, Charles R. 2012. Making cents: Value, relevancy, and authenticity. Big Grower. Sept 2012.
Hall, Charles R. 2012. Making cents: Ikea-ize the outside. Big Grower. July 2012.
Hall, Charles R. 2012. Making cents: The whole enchilada. Big Grower. Mar 2012.
Hall, Charles R. 2012. Making cents: The outlook for 2012 and beyond. Big Grower. Jan 2012.
Hall, Charles R. 2012. And the winner is… Greenhouse Grower. Oct 2012.
Hall, Charles R. 2012. Use production inputs wisely. Greenhouse Grower. Sep 2012.
Hall, Charles R. 2012. Business transitions and growing pains. Greenhouse Grower. July 2012.
Hall, Charles R. 2012. Politics, presidents, and the economy. Greenhouse Grower. Mar 2012.
Jones, Michelle, Terri Starman, Charles Hall, Claudio Pasian, and George Staby. 2012. Taking it to the max: How to maintain the quality of your plants during shipping and maximize their shelf life. Greenhouse Management 32(2):62-66.
Hall, Charles R. 2012. Will 2012 be a repeat of 2011?. Greenhouse Grower. Jan 2012.
Palma, M.A. and C.R. Hall. 2011. Economic Impacts of the Green Industry in Texas. Texas Nursery and Landscape Association Green Magazine. January 2011. Vol. XIII. No.I: 12-13.
Thomas, Paul and Charlie Hall. 2011. Steps to implementing benchmark assessment. Greenhouse Management 31(10):74-78.
Hall, Charles. “Generations X and Y attitudes towards flowers as gifts: Implications for the Floral Industry (Part 5),” Blooming Texan. Volume 37, Number 8, August 2011.
Starman, T., M. Jones, G. Staby, C. Pasian, and C. Hall. 2011 (July). Shrink the shrink. Part 2. Greenhouse Management 31(7):36-38, 63-64.
Hall, C., M. Jones, T. Starman, C. Pasian, and G. Staby. 2011 (Jan). Shrink the shrink. Part 1. January 2011. Greenhouse Management 31(1):38-42.
Hall, Charlie, Bridget Behe, Ben Campbell, Jennifer Dennis, Roberto Lopez, and Chengyan Yue. 2011. Demand for sustainability, Part 1: How appealing are biodegradable containers? Greenhouse Grower 29(1):72-76.
Lopez, Roberto, Jennifer Dennis, Bridget Behe, Charlie Hall, Chengyan Yue, and Ben Campbell. 2011. Demand for sustainability, Part 2: What are growers doing about sustainability? Greenhouse Grower 29(2):32-36.
Behe, Bridget, Ben Campbell, Jennifer Dennis, Charles Hall, Roberto Lopez, and Chengyan Yue. 2011. Demand for sustainability, Part 3: No two consumers are alike. Greenhouse Grower 29(3):32-36.
Campbell, Benjamin, Bridget Behe, Charlie Hall, Jennifer Dennis, Roberto Lopez, and Chengyan Yue. 2011. Demand for sustainability, Part 4: The value of biodegradable containers. Greenhouse Grower 29(4):40-44.
Yue, Chengyan, Jennifer Dennis, Bridget Behe, Charlie Hall, Benjamin Campbell, and Roberto Lopez. 2011. Demand for sustainability, Part 5: Consumer interest in “green” plants. Greenhouse Grower 29(5):58-60.
Hall, Charles. “Generations X and Y attitudes towards flowers as gifts: Implications for the Floral Industry (Part 4),” Blooming Texan. Volume 36, Number 12, December 2010.
Thomas, Paul and Charles Hall. “Using benchmarking to improve shipping metrics” Greenhouse Management & Production,” Volume 30, Number 11, November, 2010.
Thomas, Paul and Charles Hall. “Know your costs: Operational benchmarks can improve production efficiency and boost overall profits” Nursery Management & Production,” Volume 26, Number 10, October, 2010.
Thomas, Paul and Charles Hall. “Use benchmarking to improve management team metrics” Greenhouse Management & Production,” Volume 30, Number 8, August, 2010.
Hall, Charles. “Generations X and Y attitudes towards flowers as gifts: Implications for the floral industry (Part 3),” Blooming Texan. Volume 36, Number 8, August 2010.
Hall, Charles and Paul Thomas. “Measuring Marketing and Sales Metrics” Greenhouse Management & Production,” Volume 30, Number 6, June, 2010.
Jefers, Drew, Bill Klingeman, Marco Palma, and Charlie Hall. “Bareroot Liners,” Nursery Management & Production, Volume 26, Number 6, June 2010.
Thomas, Paul and Charles Hall. “Use benchmarking to improve employee performance” Greenhouse Management & Production,” Volume 30, Number 5, May, 2010.
Thomas, Paul and Charles Hall. “Use benchmarking to improve your production metrics” Greenhouse Management & Production,” Volume 30, Number 4, April, 2010.
Hall, Charles and Paul Thomas, “Applying the strategic profit model in the real world” Greenhouse Management & Production,” Volume 30, Number 3, March, 2010.
Hall, Charles and Alan Hodges, “Growers Increasing Use of Online Benchmarking System,” OFA Bulletin, Number 922, July/August 2010.
Hall, Charles and Paul Thomas, “Benchmarking Your Way To Success: Part 2” Greenhouse Management & Production, Volume 30, Number 2, February, 2010.
Hall, Charles and Paul Thomas, “Use Benchmarking to Measure Your Company’s Success, ” Greenhouse Management & Production,” Volume 30, Number 1, January, 2010.
Hall, Charles. 2010. The view from 30,000 feet. GrowerTalks, 72(9).
Hodges, Alan, Charles Hall, Bridget Behe, Jennifer Dennis, and Robin Brumfield. “Regional Benchmarking Survey: Pricing, Advertising, and Expansion,” Nursery Management & Production, Volume 26, Number 1, January 2010.

Recent Refereed Journal Articles

Rihn, A., H. Khachatryan, B. Campbell, B. Behe, and C. Hall. 2015. Consumer perceptions of pollinator friendly plants: a rating-based conjoint analysis and eye tracking experiment Submitted to the Canadian Journal of Agricultural Economics, July 13, 2015.
Hodges, Alan W., Hayk Khachatryan, Marco A. Palma, and Charles R. Hall. 2015. Production and Marketing Practices and Trade Flows in the United States Green Industry in 2013. Submitted to the Journal of Environmental Horticulture, June 29, 2015.
Ingram, Dewayne and Charles Hall. 2015. Carbon footprint and related production costs of pot-in-pot system components for red maple using life cycle assessment. Submitted to the Journal of Environmental Horticulture, June 3, 2015.
Rihn, Alicia, Hayk Khachatryan, Ben Campbell, Charles Hall, and Bridget Behe. 2015. Consumer response to novel indoor foliage plant attributes: evidence from a rating-based conjoint experiment and gaze analysis. HortScience. Accepted for publication, May 4, 2015.
Palma, Marco A., Bridget K. Behe, Charles R. Hall, Patricia T. Huddleston, and Tom Fernandez. Designing discrete choice experiments with an eye on consumers. Submitted to the Journal of International Food and Agribusiness Marketing, April 2015.
Rihn, A., H. Khachatryan, B. Campbell, B. Behe, and C. Hall. 2015. Consumer Preferences and Visual Attention to Organic Production Methods and Origin.” (Submitted – Agricultural Economics)
Khachatryan, H., A. Rihn, B. Campbell, B. Behe, and C. Hall. “Consumer Response to State Marketing Programs on Ornamental Plants in Florida.” (Submitted – Agricultural and Resource Economics Review).
Campbell, Benjamin, Hayk Khachatryan, Bridget Behe, Charles Hall, and Jennifer Dennis. Crunch the can or throw the bottle? Effect of “bottle deposit laws” and municipal recycling programs. Submitted to Ecological Economics, July 10, 2015.
Huddleston, Patricia, Bridget Behe, Lynne Sage, R. Thomas Fernandez, Marco Palma, and Charles Hall. 2015. The effect of product expertise and involvement on consumers’ information seeking and decision making process. Submitted to The International Review of Retail, Distribution and Consumer Research, June 10, 2015.
Yue, Chengyan, Ben Campbell, Charles Hall, Bridget Behe, Jennifer Dennis, and Hayk Khachatryan. 2015. Consumer preference for sustainable attributes in plants: evidence from experimental auctions. Agribusiness: an International Journal. doi: 10.1002/agr.21435.
Campbell, Ben, Hayk Khachatryan, Jennifer Dennis, Charles Hall, Bridget Behe. 2015. Consumer perceptions of ecofriendly and sustainable terms. Agricultural and Resource Economics Review 44(1):1-14.
Ingram, Dewayne and Charles Hall. 2015. Life cycle assessment used to determine potential midpoint environment impact factors and water footprint of field-grown tree production inputs and processes. Journal of the American Society of Horticultural Sciences 140(1):102–107.
Hall, Charles R. and Dewayne Ingram. 2015. Carbon footprint and production costs associated with varying the intensity of production practices during field-grown shrub production. HortScience 50(3):402-407.
Behe, Bridget K., Campbell, Benjamin L., Hayk Khachatryan, Charles R. Hall , Jennifer H. Dennis , Patricia T. Huddleston , and R. Thomas Fernandez. 2014. Incorporating eye tracking technology and conjoint analysis to better understand the green industry consumer. HortScience 49(12):1550-1557.
Ingram, Dewayne and Charles Hall. 2014. Carbon footprint and related production costs of system components for a field-grown Viburnum x juddi using life cycle assessment. Journal of Environmental Horticulture 32(4):175–181.
Khachatryan, Hayk, Chengyan Yue, Ben Campbell, Bridget Behe, and Charlie Hall. 2014. The effects of consideration of future and immediate consequences on willingness to pay for eco-friendly plant attributes. J. Environ. Hort. 32(2):64–70.
Cai, Amy, Genhua Niu, Terri Starman, and Charles Hall. 2014. The effect of substrate moisture content on growth and physiological responses of two landscape roses (Rosa hybrida L.). HortScience. 49(6):741–745.
Campbell, Ben, Bridget Behe, Hayk Khachatryan, Jennifer Dennis, Charles Hall. 2014. U.S. and Canadian consumer perceptions of local and organic terminology. International Food and Agribusiness Management Review 17(2):21-40.
Raudales, Rosa, Tracy Irani, Charles Hall, and Paul Fisher. 2014. Modified-Delphi survey on key attributes for selection of water treatment technologies for horticulture irrigation. HortTechnology 24(3):355-368.
Cai, Amy, Genhua Niu, Terri Starman, and Charles Hall. 2014. Response of six garden roses (Rosa x hybrid L.) to salt stress. Scientia Horticulturae 168:27-32.
Cai, Amy, Genhua Niu, Terri Starman, and Charles Hall. 2014. Response of 18 Earth-Kind® rose cultivars to salt stress. HortScience 49(5):544–549.
Khachatryan, Hayk, Ben Campbell, Charles Hall, Bridget Behe, Chengyan Yue, and Jennifer Dennis. 2014. The effects of individual environmental concerns on willingness to pay for sustainable plant attributes. HortScience 49(1):69–75.
Hall, Charles and Dewayne Ingram. 2014. Production costs of field-grown Cercis canadensis L. ‘Forest Pansy’ identified during life cycle assessment analysis. HortScience 49(5):622-627.
Rihn, Alicia, Chengyan Yue, Charles Hall, Bridget Behe. 2014. Consumer Preferences for Longevity Information and Guarantees on Cut Flower Arrangements. HortScience, 49(6):769–778.
Ingram, Dewayne and Charles Hall. 2013. Carbon footprint and related production costs of system components of a field-grown Cercis canadensis L. ‘Forest Pansy’ using life cycle assessment. J. Environ. Hort. 31(3):169–176.
Behe, Bridget K., Charles R. Hall, Benjamin L. Campbell, Hayk Khachatryan, Jennifer H. Dennis, and Chengyan Yue. 2013. Smartphone use and online search and purchase behavior of North Americans: gardening and non-gardening information and products. HortScience 48(2):200-208.
Behe, Bridget, Ben Campbell, Jennifer Dennis, Charles Hall, Roberto Lopez, and Chengyan Yue. 2013. Consumer preferences for local and sustainable plant characteristics. HortScience 48(2):209-215.
Elam, Emmett, Andrea Stigarll. 2012. Landscape and house appearance impacts on the price of single-family houses. J. Environ. Hort. 30 (4):182-188.
Behe, Bridget K., Benjamin L. Campbell, Charles R. Hall, Hayk Khachatryan, Jennifer H. Dennis, and Chengyan Yue. 2012, Smartphone use and online search and purchase behavior of North Americans: gardening and non-gardening information and products. HortScience 48(2):209-215.

Behe, Bridget, Benjamin L. Campbell, Charles R. Hall, Hayk Khachatryan, Jennifer H. Dennis, and Chengyan Yue. 2012. Consumer preferences for local and sustainable plant production characteristics. HortScience 48(2):200-208.

Yue, Chengyan, Ben Campbell, Charles Hall, Bridget Behe, Jennifer Dennis, Roberto Lopez, and Hayk Khachatryan. 2012. Consumer preference for environment and origin attributes in plants: evidence from experimental auctions. Submitted to the Journal of Agricultural and Applied Economics, August 2012.

Campbell, Ben, Yue, Chengyan, Hayk Khachatryan, Charles Hall, Bridget Behe, Roberto Lopez, and Jennifer Dennis. 2012. Consumer segments based on plant purchases reveal preferences for local and sustainable transplants. Submitted to HortScience, August 2012, in revision.

Yue, Chengyan, Hayk Khachatryan, Ben Campbell, Charles Hall, Bridget Behe, Roberto Lopez, and Jennifer Dennis. 2012. The effects of the consideration of future consequences on willingness to pay decisions for plant attributes. Submitted to the Journal of Environmental Psychology, February 2012.

Palma, Marco, Callie McAdams, Ariun Isdorj, and Charles Hall. 2012. A nonhypothetical ranking and auction mechanism for novel products. Journal of Agricultural and Applied Economics. Accepted for publication July 25, 2012.

Cai, Amy, Terri Starman, Genhua Niu, Leo Lombardini, and Charles Hall. 2012. Response of selected garden roses to drought stress. HortScience 47(8):1050–1055.

Palma, Marco A., Charles R. Hall, Ben Campbell, Hayk Khachatryan, Bridget Behe, and Sue Barton. 2012. Measuring the effects of firm promotion expenditures on green industry sales. J. Environ. Hort. 30(2):83-88.

Palma, M.A., C.R. Hall and A. Collart. 2011. Repeat buying behavior for ornamental plants: A consumer profile. Journal of Food Distribution Research 42(2):67-77.

Hall, Charles R. and Alan W. Hodges. 2011. Economic, environmental, and social benefits of lifestyle horticulture. Chronica Horticulturae. 51(4):5-8.

Niu, G., R.I. Cabrera, T.W. Starman, and C.R. Hall. 2011. Water conservation in ornamental crops through the use of alternative irrigation water sources. HortTechnology 21(6):694-695.

Pemberton, Brent, Michael Arnold, Tim Davis, Daniel Lineberger, Cynthia McKinney, David Rodriguez, Larry Stein, Charles Hall, Marco Palma, and Richard De Los Santos. The Texas Superstar® program: Success through partnership. HortTechnology 21(6):698-699.

Hodges, Alan W., Marco A. Palma, and Charles R. Hall. 2011. Economic contributions of the green industry in the United States, 2007. HortTechnology 21(5):628-638.

Guo, Xianfang, Chengyan Yue, and Charles Hall. 2011. Investing factors affecting the U.S. national nursery trade: The implications from a gravity model. HortScience. 46(11):1518–1522.

Rihn, Alicia, Chengyan Yue, Bridget Behe, and Charles Hall. 2011. Generations X and Y attitudes towards fresh flowers as gifts: Implications for the floral industry. HortScience 46(5):736-743.

Hall, Charles R. and Madeline W. Dickson. 2011. Economic, environmental, and health/well-being benefits associated with green industry products and services: A review. Journal of Environmental Horticulture. 29(2):96-103

Hall, Charles R., Alan W. Hodges, and Marco A. Palma. 2011. Sales, trade flows, and marketing practices within the U.S. nursery industry. Journal of Environmental Horticulture. 29(1):14–24.

Yue, Chengyan, Jennifer Dennis, Bridget Behe, Charles Hall, Benjamin Campbell, and Roberto Lopez. 2011. Investigating consumer preference for organic, local, or sustainable plants. HortScience 46(4):610-615.

Yue, Chengyan, Charles R. Hall, Bridget K. Behe, Benjamin L. Campbell, Jennifer H. Dennis, and Roberto G. Lopez. 2010. Investigating consumer preference for biodegradable containers. Journal of Environmental Horticulture 28(4):239-243.

Yue, Chengyan, Charles R. Hall, Bridget K. Behe, Benjamin L. Campbell, Jennifer H. Dennis, and Roberto G. Lopez. 2010. Are consumers willing to pay more for biodegradable containers than for plastic ones? Journal of Agricultural and Applied Economics 42(4):757-772.

Jeffers, Andrew, William Klingeman, Charles Hall, Marco Palma, David Buckley, and Dean Kopsell. 2010. Estimated nursery liner production costs for ornamental plant stock. HortTechnology 20(4):804-811.

Behe, Bridget, Benjamin Campbell, Jennifer Dennis, Charles Hall, Roberto Lopez, and Chengyan Yue. 2010. Gardening consumer segments vary in ecopractices. HortScience 45(10):1475-1479.

Lopez, Roberto, Jennifer Dennis, Bridget Behe, Charles Hall, Chengyan Yue, and Benjamin Campbell. 2010. Sustainable production practices adopted by greenhouse and nursery plant growers. HortScience. 45(8):1232-1237.

Collart, Alba J., Marco A. Palma, and Charles R. Hall. 2010. Branding awareness and willingness-to-pay associated with the Texas Superstar™ and Earthkind™ brands in Texas. HortScience. 45(8):1226-1231.

Hall, Charles. 2010. Making cents of green industry economics. HortTechnology. 20(5):832-835.

Hall, Charles, Benjamin Campbell, Bridget Behe, Chengyan Yue, Jennifer Dennis, and Roberto Lopez. 2010. The appeal of biodegradable packaging to floral consumers. HortScience. 45(4):583-591.

Yue, Chengyan and Charles Hall. 2010. Traditional or specialty cut flowers? Estimating U.S. consumers’ choice of cut flower varieties at non-calendar occasions. HortScience. 45(3):382-386.

Campbell, Benjamin L. and Charles R. Hall. 2010. Effects of pricing influences and selling characteristics on plant sales in the green industry. HortScience. 45(4):575-582.

Palma, M.A., Y. Chen, C. Hall, D. Bessler, and D. Leatham. 2010. Consumer preferences for potted orchids in the Hawaiian market. HortTechnology. 20(1):239-244.

Mathers, Hannah, Alejandra Acuna, Donna Long, Bridget Behe, Alan Hodges, John Haydu, Ursula Schuch, Susan Barton, Jennifer Dennis, Brian Maynard, Charles Hall, Robert McNeil, and Tom Archer. 2010. Nursery worker turnover and language proficiency. HortScience. 45(1):71-77.

Risk Management

Trade-sponsored Research

Trade Associations

Trade Magazines

Labor & Immigration