The reputation of a sector is an important strategic resource. The aim of this article is to develop a measurement model for the horticulture sector. Reputation is a latent variable and is represented by formative and reflective indicators. A theoretically elaborated model will be evaluated and completed with the help of experts (n=102), and the segments that influence reputation will be identified. The quality assessment of the formative indicators, using multiple regression, and the reflective indicators, using an explorative factor analysis, led to a model with a total of 15 indicators. With the help of open questions, it was possible, to specify the indicators already considered or to include them in the model as new indicators. A reputation map shows the interaction between the reputation of horticulture and that of the individual segments. This shows a much greater influence of the service segments on the sector reputation compared to the production segments.
The reputation of an industry represents an important strategic resource and this has already been highlighted in the past for the horticulture sector. However, the heterogeneity of horticulture makes it difficult for the industry to be perceived by society. An online survey was conducted to identify the most important characteristics of horticulture and to identify the reasons for its good or bad reputation. For this purpose, 102 experts – consultants from the horticultural industry – were asked to describe horticulture and the reputation of the industry. An evaluation of the survey, based on a qualitative content analysis using inductive category formation, indicated that horticulture is primarily associated with its diverse activities and various product groups. In terms of the product groups, the focus is on food products. The reputation of the industry is rated as ‘slightly positive’ on a 7-point Likert scale, with an average of 4.4.
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