In recent years, citizens' growing awareness about environmental issues in combination with their shift to a healthier lifestyle has created growth prospects for the medicinal and aromatic plants (MAPs) sector worldwide. Although the climatic conditions of Greece are a comparative advantage for MAPs, the sector has not grown significantly. The main objective of this paper is to give an insight into the external environment of a vertically organized dried herbs business as well as to examine

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... mmerce tools and applications which can contribute to its development. The results of this paper in combination with further research about the internal business environment and its viability consist a useful guide for newcomers in the MAPs sector in order to make the right decisions as regard the structure and the production process of their business.