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B.S., Horticulture, Pennsylvania State University, 1983
B.S. Agricultural Education, Pennsylvania State University, 1983
M.S., Horticulture, The Ohio State University, 1985
Ph.D., Horticulture, Pennsylvania State University, 1989
Courses Taught:
Professional Career Development and Internship Preparation, HRT 207, Fall
Semesters
Horticulture Management, HRT 404, Spring Semesters
Horticulture Marketing, HRT 407, Fall Semesters
Research Interests:
The mission of my program is to integrate horticulture and business
marketing and management information and skills to benefit Michigan State
University students and horticulture professionals. My research emphasis is
consumer and market research of both edible and ornamental
products and related products and
services.
I actively
participate and am the outgoing chair of the USDA multi-state project
S.290,
in transition to DC-309. Our website has useful marketing and management
information for horticultural businesses. A 2005 grant
from the Horticultural Research Institute will enable researchers from Ohio
State, Purdue University, University of Delaware, and University of Tennessee,
and Michigan State to collect labor information from nursery firms
to understand how best to provide teaching materials.
Working
with Dr. Jennifer Dennis at Purdue University, we are researching how
gardeners of different ethnic backgrounds enjoy products and services in our
industry. In 2004, we collected data on gardening behavior of 1600 consumers
(representative sample of U.S. on average) with over-sampling of three ethnic
backgrounds: Asian-Americans, African-Americans, and Hispanic-Americans.
Publications will be forthcoming.
Jennifer Dennis completed her Ph.D. in 2004 working with
me, Tom Page, and Rich Spreng investigating the role of
customer regret, an emotion derived from a negative product experience. Her
research showed that customer regret moves people to action, including switching
to another product, another retailer, or even out of gardening all together.
Master’s
candidate Jessica Hicks is completing her research on consumer gardening
knowledge and repurchase intentions. Jessica’s work shows that knowledge level
does not affect customer satisfaction, delight, or intentions to purchase
another plant. Delight motivated customers to buy
again. Work will be submitted in 2005 in the Journal of Consumer
Satisfaction, Dissatisfaction, and Complaining Behavior.
Several
USDA grants have enabled a diverse research team at MSU to conduct studies with
products derived from chestnuts. Work with commercial chefs, pastry chefs, and
restaurants have provided the industry with new products and information on the
consumers who purchase them.
Earthly Delights
now sells a peeled, frozen chestnut based on this research.
Collaborative research has investigated the market for premium fresh tart
cherries and identified potential new markets.
Another
project investigated and profiled potential consumers of a new
hard cider that could be made from Michigan apples. Publications are
forthcoming.
Helpful websites:
I write a monthly column for
Flowers Alive with Possibilities! and a
column every other month for
GMPro magazine.
Dr. Charles Hall at the University of
Tennessee has an outstanding resource for horticultural businesses in the
Horticultural
Business Information Network.
Dr. Wen-fei Uva at Cornell University
maintains another excellent resource, the
Horticulture Business Marketing and Management Program.
Selected Publications:
Books and Book Chapters
Behe, Bridget K. 2005.
Marketing for the Landscape Professional. Minnesota Nursery Certification
Manual (in press).
Behe, B.K., W.E. Klingeman, J.R. Brooker, D.B.
Eastwood, C.R. Hall, J.B. Riley, and P. Knight. 2004. Chapter 8 Marketing
insect- and disease-resistant plants. In: Management practices for Michigan
wholesale nurseries. R.T. Fernandez (ed.). 209 pp. Published by Michigan
State University, East Lansing, MI.
Barton, Susan S. 2002. Establishing and Operating a Garden Center:
Requirements and Costs. Natural Resource, Agriculture, and Engineering Service
Bulletin 161. 66 pages. Co-authored by Susan S. Barton, Bridget Behe,
Charles R. Hall, John J. Haydu, Roger Hinson, Robert E. McNiel, Travis D.
Phillips, Russell D. Powell, Forrest E. Stegelin.
Behe, Bridget K. 2001. Successful Sales Strategies. Michigan Certified
Nursery Manual. Chapter 18, pages 1-5. Michigan Nursery and Landscape
Association. Okemos, MI.
Behe, Bridget K. 2001. Displays: Your Silent Salesperson. Michigan
Certified Nursery Manual. Chapter 19, pages 1-4. Michigan Nursery and
Landscape Association. Okemos, MI.
Refereed Publications
Dennis, Jennifer H., Bridget K. Behe, R. Thomas
Fernandez, Robert Schutzki, Thomas J. Page Jr., and Richard A. Spreng. 2005
(Accepted). Do Plant Guarantees Matter? HortScience (in press).
Simonne,
Amy H., Bridget K. Behe, and Maurice M.
Marshall. 2005 (accepted) Consumers prefer high lycopene-content and low-priced
fresh market tomatoes. Hort Technology.
Dennis, Jennifer H., Richard Spreng, Thomas Page, and
Bridget K. Behe. 2005 (accepted). The Determinants of Consumer Regret in
Purchase Situations. American Marketing Association Educators Conference
Proceedings.
Behe, Bridget K., Rachel M. Walden, Marcus Duck, Bert Cregg, Kathleen
Kelley, and R. Daniel Lineberger. 2005. Consumer Preferences for and Cost of
Production of Tabletop Christmas Trees. HortScience (in press).
Bridget K. Behe, Jill Hardy, Thomas J. Page, Robert E. Schutzki, R. Thomas
Fernandez. (In manuscript). Geographical region and demographic
characteristics influence preferences for plant size, plant material type and
design sophistication in residential landscaping. HortScience.
Kelley, K.M., B.K.Behe, R.M. Walden, and J.B. Harte. 2004.
Carrot Consumer Segmentation and SEQ CHAPTER \h \r
1Perceptions of Pasta Sauce and Orange Juice Enhanced with Carrot Juice.
Acta Horticulturae 655(September): 129-134.
Dennis, Jennifer H., Bridget K. Behe, Thomas J. Page, Jr., and Richard
A. Spreng, 2004. Can Experiencing Regret Affect Future Consumer Consumption of
Horticultural Products. Acta Horticulturae 655(September): 89-91.
Klingeman, W.E., D.B. Eastwood, J.R. Brooker, C.R. Hall,
B.K. Behe, and P.R. Knight. 2004. Consumer Survey Identifies Plant
Management Awareness and Added Value of Dogwood Powdery Mildew Resistance.
HortTechnology 14(2):275-282.
Kelley, K.M., B.K. Behe, J.A. Biernbaum, and K.L. Poff.
2004. Consumer and professional chef perceptions and acceptance of edible
flowers. Acta Horticulturae 633:475-482.
Bridget K. Behe, Elizabeth C. Moore, Arthur C. Cameron, Forest S. Carter.
2003. Consumer Perceptions for and Uses and Perceptions of Selected Flowering
Perennial Plants. HortScience 38(3):460-464.
Kelley, Kathleen M. Bridget K. Behe, and Elizabeth H. Moore. 2003.
Comparison of Consumer Purchasing of Campanula carpatica Jacq.
'Blue Clips' in Selected Supermarket Retail Floral Departments as an Indoor Flowering Potted
Plant. HortScience. 38(1):121-123.
Kelley, Kathleen M. and Bridget K. Behe. 2003. Focus-group Sessions
Suggest both Kids and Adults Enjoy Fresh Carrots. HortTechnology 13(2):393-394.
Kelley, Kathleen M., Bridget K. Behe, John A. Biernbaum, and Kenneth L.
Poff. 2002. Consumer Purchase and Use of Edible Flowers: Results of Three
Studies. HortTechnology 12(2):282-287.
Kelley, Kathleen M., Bridget K. Behe. 2002.
Chefs'
Perceptions and Uses of 'Collosal'
Chestnuts. HortTechnology 12(1):172.
Kelley, Kathleen M., Bridget K. Behe, John A. Biernbaum, and Kenneth L.
Poff. 2002.
Combinations of Colors and Species of Containerized Edible Flowers: Effect on
Consumer Preferences. HortScience 37(1):218-221.
Meyer, Mary Hockenberry, Bridget K. Behe, James Heilig. 2001. The
Economic Impact and Perceived Environmental Effect of Home Lawns in Minnesota.
HortTechnology 11(4):585-590.
Kelley, Kathleen M., Bridget K. Behe, John A. Biernbaum, and Kenneth L.
Poff. 2001. Consumer ratings of edible-flower quality, mix, and color.
HortTechnology. 11(4):644-647.
Frank, Christopher A., Robert G. Nelson, Eric H. Simonne, Bridget K. Behe,
and Amarat H. Simonne. 2001. Consumer Preferences for Color, Price, and
Vitamin C Content of Bell Peppers. HortScience 36(4):795-800.
Kelley, Kathleen M., Bridget K. Behe, John A. Biernbaum, and Kenneth L.
Poff. 2001. Consumer Preference for Edible Flower Color, Container Size, and
Price. HortScience 36(4):801-804.
Kelley, Kathleen M., Bridget K. Behe, John A. Biernbaum, and Kenneth L.
Poff. 2001. Consumer and Professional Chef Perceptions of Three Edible Flower
Species. HortScience 36(1):162-166.
Roark, R.S., K.L. Bowen, and B.K. Behe. 2000. Management of
blackspot on three rose cultivars using antitranspirants in combination with
chlorothalonil. J. Environ. Hort. 18(3): 137-141.
Hardy, Jill, Bridget Behe, Susan Barton, Thomas Page, R., Robert
E. Schtuzki, Karl Muzi, R. Thomas Fernandez, Mary Taylor Haque, John Brooker,
Charles R. Hall, Roger Hinson, Patricia Knight, Robert McNiel, D. Bradley Rowe,
and Charles Safley. 2000. Consumer Perceptions of Landscape Plant Size, Design
Style, and Material. J. Env. Hort. 18(4):224-230.
Behe, Bridget and Susan Barton. 2000. Consumer Perceptions of
Product and Service Quality Attributes in Six U.S. States. J. Env. Hort.
18(2):71-78.
Kessler, J. Raymond, Jr., Jeff L. Sibley, Bridget K. Behe, Darby M.
Quinn, and James S. Bannon. 2000. Herbaceous perennial Trials in Central
Alabama, 1996-1997. HortTechnology 10(1):222-225.
Symposia Proceedings
Dennis, Jennifer H. and Bridget K. Behe. 2005.
Satisfaction Guaranteed: Do Guarantees Help Customers Repurchase Gardening
Products. Southern Nursery Association Research Conference Proceedings (in
press).
Dennis, Jennifer H. and Bridget K. Behe. 2005. Was
It Something I Said? Understanding Why Customers Switch. Southern Nursery
Association Research Conference Proceedings (in press).
Hicks, Jessica, Kevin Brothers, Bridget Behe, Tom
Fernandez, and Daniel Lineberger. 2005. Repositioning Syringa meyerii
as a profitable dual-use flowering plant. Southern Nursery Association Research
Conference Proceedings (in press).
Behe, Bridget K., Wen-fei Uva, and Jessica Hicks.
2005. Financial Benchmarks for Michigan Greenhouses. Southern Nursery
Association Research Conference Proceedings (in press).
Behe, Bridget, Rachel M. Walden, Roberto S. Lopez, Erik S. Runkle, Daniel M.
Lineberger. 2004. Profile of Mid-west Orchid Buyers. Southern Nursery
Association Research Conference Proceedings. 48:436-440.
Dennis, Jennifer H., Bridget K. Behe, Rachel M.
Walden, and R. Daniel Lineberger. 2004. Diamonds are Forever…But How Long Do
Valentine Day Roses Last? Southern Nursery Association Research Conference
Proceedings. 48: 550-552.
Duck, M.W., B.M. Cregg, F.F. Cardoso, R.T. Fernandez, B.K.
Behe, and R.D. Heins. 2003. Can Antitranspirants Extend the Shelf Life of
Table-Top Christmas Trees? Acta Horticulturea 618:153-163.
Behe, Bridget, Kathleen Kelley, Jim Heilig, and Rachel Walden. 2002.
Survey of Southern Growers of Annuals and Perennials. Southern Nursery
Association Research Conference Proceedings. 45:516-518.
Phares, Meredith, Kathleen Kelley, and Bridget Behe. 2002. Telephone
Survey Results Show that Home Landscapes and Important to Consumers. Southern
Nursery Association Research Conference Proceedings. 45:516-518.
Moore, Elizabeth, Bridget Behe, and Kathleen Kelley. 2001. Why
Consumers Buy Potted Flowering Plants: A Focus Group Study of Master Gardeners.
Southern Nursery Association Research Conference Proceedings. 45:516-518.
Heilig, James and Bridget Behe. 2001. Consumer Preferences for
Alternative Table-top Christmas Trees. Southern Nursery Association Research
Conference Proceedings. 45:519-522.
Moore, Elizabeth H., Bridget K. Behe, Arthur C. Cameron. 2000. Consumer
Perceptions of Selected Flowering Plants. Proceedings of the 14th
International Symposium on Horticultural Economics. Acta Hort 536:521-528.
Behe, Bridget K. 2000. Gardening Trends for
Perennial Sales. Perennial Plant Association 1999 Proceedings.
Behe, Bridget, Susan Barton, Charles Hall, Charles Safley, Robert
McNiel, John Brooker, and Steve Turner. 2000. Relationship of Dollars Spent in
the Garden Center and Perceptions of Product and Service Quality. Southern
Nursery Association Research Conference Proceedings. 44:542-545.
Moore, Elizabeth, Jill Hardy, and Bridget Behe. 2000. Consumer
Evaluation of 43 Poinsettia Cultivars. Southern Nursery Association Research
Conference Proceedings. 44:533-537.
Hardy, Jill, Bridget Behe, and Thomas Page. 2000. Consumer
Segmentation Based on Perceived Plant Knowledge and Gardening Involvement.
Southern Nursery Association Research Conference Proceedings. 44:529-532.
Heilig, James, Jill Hardy, Bridget Behe, and Thomas Page. 2000.
Characteristics of Consumers using Professional Lawn Care and Landscape
Services. Southern Nursery Association Research Conference Proceedings.
44:525-528.
Other Experiment Station
Publications
Behe, Bridget K. and Mary R. Wilson. 2003. Consumer Preference Survey for
Hanging Baskets. Nursery and Landscape Research Projects and Educational
Programs 2002. Michigan State University special publication. p. 36.
Baldwin, Tamika, Bridget Behe, Rachel Walden, and Jennifer Hall-Dennis.
2003. Consumers Still Prefer Red Poinsettias. Nursery and Landscape Research
Projects and Educational Programs 2002. Michigan State University special
publication. p. 36-38.
Bryant, Shanel, Bridget Behe, Jennifer Hall-Dennis, Rachel Walden, Susan
Barton, and Daniel Warnock. 2003. Garden Show Visitors Evaluate Landscape
Service Quality. Nursery and Landscape Research Projects and Educational
Programs 2002. Michigan State University special publication. p. 38-41.
Behe, Bridget, Art Cameron, Kathy Kelley, Elizabeth Moore, Erin Nausieda,
Beth Fausey, Royal Heins, and Will Carlson. 2002. Turning Perennials Inside
Out. Nursery and Landscape Research Projects and Educational Programs Booklet
2001. Published by Michigan State University. Diane Brown-Rytlewski editor.
p14-17.
Phares, Meredith, Kathleen Kelley, and Bridget Behe. 2002. Telephone
Survey Results Show That Home Landscapes are Important to Consumers. Nursery
and Landscape Research Projects and Educational Programs Booklet 2001.
Published by Michigan State University. Diane Brown-Rytlewski editor. p45-46.
Behe, Bridget and Susan Barton. 2002. Consumer Perceptions of Product and
Service Quality Attributes in Six U.S. States. Nursery and Landscape Research
Projects and Educational Programs Booklet 2001. Published by Michigan State
University. Diane Brown-Rytlewski editor. p46-48.
Behe, Bridget, Elizabeth Moore, and Art Cameron. 2002. Examining Consumer
Perceptions About Selected Flowering Perennial Plants. Nursery and Landscape
Research Projects and Educational Programs Booklet 2001. Published by Michigan
State University. Diane Brown-Rytlewski editor. p48-50.
Hardy, Jill, Bridget K. Behe, Thomas J. Page, Robert E. Schutzki, R.
Thomas Fernandez, D. Bradley Rowe. 2002. Consumer Preferences for Plant Size,
Type of Plant Material and Design Sophistication in Residential Landscaping.
Nursery and Landscape Research Projects and Educational Programs Booklet 2001.
Published by Michigan State University. Diane Brown-Rytlewski editor. p 50-51.
Cooperative Extension and Trade Press Publications
Behe, Bridget K. 2005. Heroes
offer skill insights. GMPro 25(1): 82-83.
Behe, Bridget K. 2004. More
than a Suggestion Box. GMPro 24(11):68-72.
Behe, Bridget K. 2004. Miss
Manners Pays a Visit. GMPro 24(9):68-72.
Behe, Bridget K. 2004. Review,
Revise, Renew. GMPro 24(7):82.
Behe, Bridget K. 2004. How to
Make Bundles of Money. GMPro 24(5):52.
Behe, Bridget K. 2004. Growing
Your Business. GMPro 24(3):58.
Behe, Bridget K. 2004. Redefine Your Pricing
Strategy to Communicate Proper Message. GMPro 24(1):81-82.
Behe, Bridget K., Kevin Brothers, Tom Fernandez,
Rachel Walden, and Dan Lineberger. 2004. Which Flowering Shrubs Could
Retailers Market as Indoor Flowering Potted Plants? Ohio Florists Association
Bulletin 882 (Jan. Feb.):4-5.
Behe, Bridget K. 2004. Redefine Your Pricing
Strategy to Communicate the Proper Message. GMPro 24(1):81-82.
Behe, Bridget K. 2003. Better Pricing Can Bring You
Past Break Even to Profit. GMPro 23(11):51-53.
Behe, Bridget K. 2003. Can business success come
from a standard recipe? GMPro 23(9):63-66.
Behe, Bridget K. 2003. Luxury
for the Masses. GMPro 23(7):92-93.
Bryant, Shanel, Bridget Behe, Jennifer Hall-Dennis, Rachel Walden, Susan
Barton, and Daniel Warnock. 2003. Garden Show Visitors'
Evaluations. The Michigan Landscape 46(3):57-61.
Behe, Bridget K.
2003. Survey customers to collect market data for
next year. GMPro 23(5):64-65.
Behe,
Bridget K. 2003. Track your competition. GMPro 23(3):58-59.
Behe,
Bridget K. 2003. Monitor Advertising Expenses. GMPro 23(1):78-81.
Behe,
Bridget K. 2002. Sharpen Your Customer Focus. GMPro 22(10):66-68.
Barton, Susan S., Bridget Behe, Charles R. Hall, John
J. Haydu, Roger Hinson, Robert E. McNiel, Travis D. Phillips, Russell D. Powell,
Forrest E. Stegelin. 2002. Establishing and Operating a Garden Center:
Requirements and Costs. Natural Resource, Agriculture, and Engineering Service
Bulletin 161. 66 pages.
Cameron, Art, Beth Fausey, Bridget Behe, Kevin Kern, Liz Moore and Will
Carlson. 2002. Turning Perennials Inside Out: Pennisetum. GMPro 22(8):68-70.
Behe, Bridget K. 2002. Inspire your customers to
spend money on gardening. GMPro 22(7):104-106.
Fausey, Beth, Art Cameron, Bridget Behe, Liz Moore, Kevin Kern, and Will
Carlson. 2002. Turning Perennials Inside Out: Geranium dalmaticum.
GMPro 22(6):29-30.
Behe, Bridget, Art Cameron, Kathy Kelley, Elizabeth Moore, Erin Nausieda,
Beth Fausey, Royal Heins, and Will Carlson. 2002. Turning Perennials
Inside-Out. The Michigan Landscape. 45(3): 52, 53, 56, 57.
Behe, Bridget, Art Cameron, Rachel Walden, Beth Fausey, Kathy Kelley, Liz
Moore, Erin Nausieda, Kevin Kern, and Will Carlson. 2002. Turning Perennials
Inside Out: Echinacea. GMPro 22(5):52-54.
Behe, Bridget, Art Cameron, Rachel Walden, Beth Fausey, Kathy kelley, Liz
Moore, Erin Nausieda, Kevin Kern, and Will Carlson. 2002. Turning Perennials
Inside Out: Aquilegia. GMPro 22(4):18-21.
Duck, Marcus W., Bert Cregg, and Bridget K. Behe.
2002. Tabletop Trees for Profit. NM Pro18(3):45-48.
Behe, Bridget, Jennifer L. Hall-Dennis, Rachel M. Walden. 2002. 2001
Season Sales Summary. Ohio Florists'
Association Special Edition, March, pages 1-8.
Behe, Bridget K., Art Cameron, Kathy Kelley, Liz Moore, Erin Nausieda, Beth
Fausey, Kevin Kern, and Will Carlson. 2002. Turning Perennials Inside Out:
Campanula. GMPro 22(3):22-25.
Behe, Bridget K. 2002. Well-planned Retail Displays
Serve as Silent Salespeople. GMPro 22(3):60-63.
Behe, Bridget K., Art Cameron, Kathy Kelley, Liz Moore, Erin Nausieda, Beth
Fausey, Kevin Kern, and Will Carlson. 2002. Turning Perennials Inside Out:
Lavender. GMPro 22(2):20-22.
Fernandez, Tom, Bridget K. Behe, and Jill Hardy. 2002. Landscaping
Large: Adding Value to Homes with Large Plant Material. The Michigan Landscape,
45(1):49-52.
Behe, Bridget K. 2002. Setting Prices is Both Art
and Science for Growers. GMPro 22(1):74-76
Behe, Bridget K., Jennifer Hall-Dennis, and Rachel
Walden. 2002. 2001 Season Sales Summary. GMPro 22(1):52-54.
Behe, Bridget, Art Cameron, Kathy Kelley, Liz Moore, Erin Nausieda, Beth
Fausey, Kevin Kern, and Will Carlson. 2002. Turning Perennials Inside Out.
GMPro 22(1):32-35.
Behe, Bridget K. 2001. Petals
for the Paranormal. Floral Retailing Care & Handling Column. 14(9):40.
Behe, Bridget K. 2001. To Improve Ad Effectiveness, Ask People's
Permission First. GMPro Marketing Column 21 (9):66-68.
Behe, Bridget K. 2001. Poinsettia Novelty Varieties: Understanding their
Niche. Ohio Florists'
Association Bulletin 860:2-4.
Behe, Bridget K. 2001. ZIP Codes Can Provide Valuable Information on Your
Customers. GMPro Marketing Column. 21(7):86-87.
Kelley, Kathleen M. and Bridget K. Behe. Chefs'
Perceptions and Uses of 'Colossal'
Chestnuts. 2001. Midwest Nut Producers Council Newsletter. February 1-2.
Behe, Bridget K. 2001. Varying Retail Markets Bring
Risks, Rewards. GMPro Marketing Column 21(5):65-67.
Behe, Bridget K. 2001. Chase Away the Chill. Floral
Retailing Care & Handling Column. 14(7):46.
Behe, Bridget K. 2001. Down the Aisle in Style.
Floral Retailing Care & Handling Column. 14(5):58.
Behe, Bridget K. 2001. Dish it Out for Customers.
Floral Retailing Care & Handling Column. 14(2):54.
Behe, Bridget K. 2001. Should
Your Business be on the Internet?. GMPro 21(3):67-69.
Behe, Bridget K. 2001.
10 New Year's
Resolutions. GMPro Marketing Column 21(1):70-73.
Behe, Bridget K. 2000. Stop, look, listen to
glean market answers. GMPro Marketing Column 20 (9):77-79.
Behe, Bridget. 2000. How to
Keep Good Employees. GMPro Marketing Column 20(7):98-99.
Behe, Bridget. 2000. Get to the Point (of
Purchase) and Sell! Ohio Florists'
Association Bulletin 847:5-7.
Behe, Bridget. 2000. Are You Marketing the
'Garden Experience'?
GMPro Marketing Column 20(5):73-75.
Behe, Bridget. 2000. Meeting advertising goals takes
planning, execution. GMPro Marketing Column 20(3):67-69.
Behe, Bridget K. 2000.
Tropical Plants. Care & Handling Column. Floral Retailing 13(4):44.
Behe, Bridget K. 2000.
Greens. Care & Handling Column. Floral Retailing 13(6):82.
Behe, Bridget K. 2000. Ho-Ho-horticulture.
Care & Handling Column. Floral Retailing 13(8):70.
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