A Study of Cross-Industry Collaborations in Floricultural Marketing: Models, Benefits, and Strategic Implications

The floriculture industry, valued globally at over $100 billion, is experiencing rising competition and rapidly evolving consumer preferences. These challenges necessitate innovative marketing strategies that go beyond traditional approaches. This study explores the potential of cross-industry collaborations as with fashion, hospitality, wellness, and technology sectors to enhance floricultural marketing by expanding market reach, increasing brand visibility, and aligning with values such as sustainability and experiential consumption. Purpose: The objective of this research is to examine how strategic partnerships across industries can transform marketing in floriculture. It focuses on identifying collaboration models, analysing their benefits, and understanding their strategic implications for businesses in the sector. Design/Methodology/Approach: A qualitative research methodology was employed, comprising in-depth case study analysis and review of secondary data from industry reports and academic literature. The study evaluates real-world examples to uncover patterns, success factors, and limitations in such collaborations. Findings: Findings indicate that cross-industry collaborations can significantly enhance brand differentiation, customer engagement, and operational efficiency. Fashion partnerships contribute to aesthetic and seasonal innovation; hospitality offers immersive, experience-based branding; wellness sector collaborations link floral products with lifestyle and emotional well-being; and technology enhances transparency and efficiency in the supply chain. However, challenges such as value misalignment, resource coordination, and communication gaps must be addressed for sustainable success. Research Limitations/Implications: The study’s reliance on secondary data and a limited number of illustrative cases may not capture the full diversity of global practices. Future research could integrate primary data collection and quantitative measures to assess financial and strategic outcomes more precisely. Practical Implications: This study provides actionable recommendations for floriculture businesses to explore and implement collaborative strategies that foster innovation and sustainability. Originality/Value: This research offers original insights by being among the first to explore cross-industry collaboration specifically in floricultural marketing, adding valuable knowledge to marketing literature and strategic practice.