Rose business - emotion business. Promotion of Jan Böhm's garden center in Blatná between the world wars
Abstract
The aim of the study is to present the promotional strategies of the Jan Böhm rosary enterprise in Blatná in southern Bohemia. Jan Böhm (1888-1956) was one of the most important First Czechoslovak Republic self-mademen, whose fame reached far beyond the borders of the Czechoslovak Republic, and during his lifetime he was called "Baťa in Roses".
Jan Böhm not only bred, grew and sold rose plants, but also exported them to almost the whole world. From the very beginning of his business, Jan Böhm used rather alternative promotional strategies.
Initially due to insufficient capital, he later built up his characteristic way of communication with customers. He was able to use the potential of rose plants.
The study looks at the specific ways in which Böhm promoted his roses. These were mainly competitive exhibitions, sponsorship, with which the naming of newly bred rose cultivars was closely connected.