Change search
ReferencesLink to record
Permanent link

Direct link
Odlarna AB
Responsible organisation
2004 (Swedish)Other (Other academic)
Abstract [sv]

Abstract: Odlarna AB, a forest plant growing corporation in Falkenberg (Southwest Sweden) and Gävle (East Sweden), is one of the country’s leading companies when it comes to growing, developing and grafting tree plants and seeds. It has a long history in the growing industry. From the very beginning, Odlarna AB had a clear and strong marketing strategy: The clientele was to be the major forest companies in Middle and South Sweden. The motto of the firm – “Good plants for good customers!” – reflects both the ambition to produce high quality products and to gain a close relationship with customers. Good relations are im-portant in the Business-to-Business Marketing. The strategy of the firm has so far been very successful. The only national competitor – a public growing firm, which used to rely on subsi-dies – was recently forced to raise their prices according to the level set by Odlarna AB. For a rather small company like Odlarna AB, this indi-cates that a well functioning business strategy partly can compensate for company size. If this is true the findings could have considerable impor-tance for small and medium size companies.

Place, publisher, year, edition, pages
Keyword [sv]
forest plant growing, the growing industry, quality products
National Category
Business Administration
URN: urn:nbn:se:bth-9303Local ID: diva2:837103
Available from: 2012-09-18 Created: 2007-01-30 Last updated: 2015-06-30Bibliographically approved

Open Access in DiVA

fulltext(65 kB)5 downloads
File information
File name FULLTEXT01.pdfFile size 65 kBChecksum SHA-512
Type fulltextMimetype application/pdf

Business Administration

Search outside of DiVA

GoogleGoogle Scholar
Total: 5 downloads
The number of downloads is the sum of all downloads of full texts. It may include eg previous versions that are now no longer available

Total: 12 hits
ReferencesLink to record
Permanent link

Direct link