Pricing to Win Series

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What are Consumers Willing to Pay? 

Bridget Behe, PhD – Professor of Horticultural Marketing at Michigan State University 

Dr. Bridget Behe (pronounced bee-hee with two long e’s) is currently a Professor of Horticultural Marketing at Michigan State University. She teaches courses on marketing and management for horticulture majors. Bridget has conducted over 100 consumer and market research projects on horticultural products, both edible and ornamental. She has written more than 500 publications in the trade press and peer-reviewed journals. She joined Michigan State’s faculty in August, 1997, after serving on the faculty at Auburn University (Alabama) for 8 years. Bridget earned degrees from Penn State University (Ph.D. Horticulture, B.S. Horticulture, B.S. Agricultural Education) and The Ohio State University (M.S. Horticulture).  Each year, she speaks to professionals and industry groups nationally and internationally. She writes articles for trade magazines to share the findings of her consumer research studies. She was co-chair of the AmericanHort (formerly OFA) Garden Center Committee for several years and now serves on their Retail Committee. Dr. Behe has served as chair of a USDA regional project committee where horticulturists and agricultural economists work collaboratively on consumer and economic challenges facing the ornamental horticulture industry. In 2018, she was awarded the American Society for Horticultural Science Undergraduate Educator of the Year. In 2016, she was awarded the Outstanding Extension Specialist in Michigan. In 2018, she was awarded the Outstanding Undergraduate Educator Career Award by the American Society for Horticultural Science. Launched in 2018, she publishes a weekly podcast called “Marketing Muncheis” available for free on her website

Effective Eco-labeling Practices and Optimal Pricing in the Green Industry  

Hayk Khachatryan, PhD; Associate Profession at Mid-Florida Research and Education Center, University of Florida 

Hayk Khachatryan is an associate professor in Food and Resource Economics Department and Mid-Florida Research and Education Center at the University of Florida. His research interests include consumer behavior, experimental economics, pro-environmental behavior, temporal preferences, and urban and environmental policy. Recent empirical work estimates the effects of policies and regulation on consumer behavior, such as sustainable production labeling or economic incentives for water conservation in the urban environment. Other projects integrate stated preferences and visual attention measures to investigate shopper behavior and effectiveness of point-of-sale advertising and promotions. He has published in the economics, agricultural economics, marketing, social psychology journals, including Applied Economics, Agricultural Economics, Marketing Letters, Behavioral Sciences, Journal of Behavioral and Experimental Economics, and Journal of Environmental Psychology

Supply Side Dynamics of Pricing 

Charlie Hall, PhD; Ellison chair in International Horticulture, Texas A&M University 

A native of North Carolina, Dr. Charlie Hall received a B.S. in Agricultural Economics from the University of Tennessee in 1984, a master’s degree in Ornamental Horticulture and Landscape Design from the University of Tennessee in 1986, and his Ph.D. from Mississippi State University. He began his academic career at Texas A&M University in 1988, where he spent 13 years on the faculty before joining the faculty at the University of Tennessee in 2002. In August 2007, Dr. Hall returned to Texas A&M University as Professor and Ellison Chair in International Floriculture.

Dr. Hall’s expertise is in the production and marketing of Green Industry crops is nationally recognized in academia and among the horticultural clientele he serves.  His major research, teaching, & extension areas of specialization include strategic management, market situation/outlook, cost accounting, and financial analysis for Green Industry firms. 

Dr. Hall currently serves as Chief Economist for AmericanHort and as Co-Chair of the Advisory Council for Seed Your Future. He also served on the board of directors for America in Bloom, and currently serves as a Special Advisor to the board. He is an Honorary Lifetime Member of the Texas Nursery and Landscape Association, and has received TNLA’s Award for Outstanding Service to the Nursery Industry. He is also a member of the Hall of Fame and Honorary Lifetime Member of the Tennessee Nursery and Landscape Association.

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