In Ecuador, Blumthal and Gow descri

In Ecuador, Blumthal and Gow describe how a key entrepreneur with a passion for agriculture was able to identify and capture an alternative market for long-stemmed roses in the American market. The role of the entrepreneur was the critical success factor, for he provided the market and saw the opportunity when others could not. Furthermore, he possessed the social capital and willingness to bear the burden of risk associated with the development of the alternative distribution channel.