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- Title
Vertical Harvest of Jackson, Wyoming.
- Authors
Cox, John C.; Horton, Marshall J.
- Abstract
In response to the perceived need for fresh produce during the harsh winters of Jackson, Wyoming, two women entrepreneurs used a combination of public and private funding to bring a three-story, hydroponic, greenhouse to reality. In this case seven key challenges that were faced in Jackson are discussed: - Physical setting - Political and legal environment - Managing the time line - Location/Space - Integrating public/private involvement - Fundraising - Market acceptance Teaching points: This case provides an illustration of the critical importance of being able to develop a marketing strategy, perform a SWOT analysis, conduct environmental scanning, and manage forces in the external environment. Successful entrepreneurs must be able to do these things. This case illustrates how some entrepreneurs in Jackson, Wyoming were able to adapt to, organize, and manage forces beyond their control in order to bring the project to a successful conclusion. For further reference, see Lamb, Hair, and McDaniel (2014). Case notes are provided. Terms: * SWOT analysis -- realization of internal strengths and weaknesses and external opportunities and threats in the environment * Environmental scanning -- the collection and interpretation of information about forces, events, and relationships in the external environment that affect the implementation plan * Environmental management -- the ability to implement strategies that shape the external environment within which it operates
- Subjects
UNITED States; GREENHOUSES; HYDROPONICS; FUNDRAISING; PUBLIC-private sector cooperation; SWOT analysis
- Publication
B>Quest, 2018, p1
- ISSN
1084-3981
- Publication type
Article