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Dissertations, Theses and Plan B Papers -- Abstract

Rowley, Curtis B.. Evolving Strategic Directions of the Tart Cherry Industry. Master's Thesis, 2000. Major Professor: Ricks. 

The main purposes of this thesis have been to summarize the evolving economic situation of the tart cherry industry, analyze the current industry status, and analyze future industry strategies. In recent years the U.S. tart cherry industry has been extensively and comprehensively involved in planning for needed strategic directions to improve their competitive position and economic viability. This coordinated strategic planning effort by the industry leaders with considerable university analytical assistance has involved substantial analysis, visioning for the future, planning for needed industry strategies, and implementing these developed strategic directions.

In this thesis an analysis and summary of various strategic aspects of tart cherry industry's planning efforts are analyzed and discussed. Key aspects of the thesis include: 1) historical evolving strategic planning efforts, 2) a broad based industry situational analysis, 3) in depth analysis of the industry's long-run acreage cycle, 4) future supply and demand projections, and 5) industry strategies for future competitiveness. These major areas of emphasis for future strategic directions and improved competitiveness are demand expansion, supply management, processed cherry pricing, and grower returns.