Strategic Business Project: Rooftop Garden Development and Promotion

This strategic business project investigates the concept of rooftop gardens, emphasizing their importance in the modern world and their potential for environmental sustainability and business opportunities. The project delves into the rationale behind rooftop gardens, highlighting their role in mitigating pollution and promoting eco-friendly practices. It outlines the purpose of the research, which is to identify the significance of rooftop gardening, explore ways to improve the concept, and develop a mobile application for its promotion. The research addresses key questions related to the concept, effectiveness, and promotion strategies of rooftop gardens. The project includes a literature review that defines rooftop gardens, discusses the use of technology for promotion, and outlines the various benefits. The methodology section details the research philosophy, approach, design, and methods used, including data collection, sampling, and ethical considerations. The project aims to contribute to the development and promotion of rooftop gardens, offering insights and recommendations for future improvements.

Running head: STRATEGIC BUSINESS PROJECT
Strategic Business Project
Name of Student
Name of University
Author Note

1
STRATEGIC BUSINESS PROJECT
Table of Contents
Chapter 1: Introduction..............................................................................................................2
1.1 Background of the study...................................................................................................2
1.2 Rationale...........................................................................................................................2
1.3 Purpose.............................................................................................................................2
1.4 Research problem.............................................................................................................2
1.5 Research question.............................................................................................................3
1.6 Research aims and objectives...........................................................................................3
1.7 Significance of the study..................................................................................................4
Chapter 2: Literature Review.....................................................................................................4
2.1 Concept of rooftop garden................................................................................................4
2.2 Use of technology to promote the garden.........................................................................5
2.3 Benefits of rooftop garden................................................................................................5
2.4 Conceptual framework.....................................................................................................6
2.5 Gap in literature................................................................................................................7
Chapter 3: Research Methodology.............................................................................................7
3.1 Research philosophy.........................................................................................................7
3.2 Research approach............................................................................................................7
3.3 Research design................................................................................................................8
3.4 Research method..............................................................................................................8
3.5 Data collection method.....................................................................................................8

2
STRATEGIC BUSINESS PROJECT
3.6 Sampling method..............................................................................................................9
3.7 Sampling size....................................................................................................................9
3.8 Reliability.........................................................................................................................9
3.9 Validity...........................................................................................................................10
3.10 Ethical issues................................................................................................................10
3.11 Limitations....................................................................................................................10
3.12 Timeline........................................................................................................................11
Reference..................................................................................................................................12
Appendices...............................................................................................................................15
Appendix..............................................................................................................................15

3
STRATEGIC BUSINESS PROJECT
Chapter 1: Introduction
1.1 Background of the study
The study will focus on the importance of rooftop and the methods that can be
adopted in order to promote it in the community. The use of rooftop gardens is one of the
most modern forms of business that can be adopted by people currently not engaged in
employment (Jafari, Yunos and Tahir 2015). Such a system helps in the sustainability of the
environment and can incur added income for the household involved in this business.
1.2 Rationale
In the modern days, there have been issues related to the pollutants that cause the
greenhouse effect. In this regard, many plants and trees have decayed. Natural produce has
suffered because of increased natural calamities. Hence, the adoption of rooftop gardening is
a modern approach to comprehend the ill effects of nature. The use of technology can help in
the promotion of this method and can open opportunities for more growth in the business and
improve the nature.
1.3 Purpose
The purpose of the research will be to identify the importance of the rooftop
gardening in the modern world. The development of the concept of the rooftop garden and
the ways by which it can be improved are discussed in the research. The research will aim to
develop an application that can help in promoting rooftop garden and make it effective in the
modern world. The inspiration for the concept and the application of it will also be discussed
in the research.

4
STRATEGIC BUSINESS PROJECT
1.4 Research problem
The research will aim to understand the concept of the rooftop garden. The problem
that the research will undertake is the ability of the people to embrace the concept and use it
to improve individual lifestyle and the environment. The ways required to promote such a
concept will be the focal point of this research. Thus, the research will undertake the concept
and the importance it can have in the modern business world.
1.5 Research question
In order to conduct the research in a successful manner, research questions will be
developed that signifies the clarity of the project.
 What is the concept of rooftop gardening?
 What is the effectiveness of rooftop gardening?
 What are the ways by which rooftop gardening can be promoted?
 What recommendations can be made in order to improve the concept in the
future?
1.6 Research aims and objectives
The aim of the research will be to understand the concept of rooftop gardening in the
modern world. The research will also aim to develop an application in order to promote the
concept. In this regard, objectives will be formed that can help in understanding the concept
and satisfy the aim of the research. The objectives include:
 To understand the concept of rooftop gardening
 To identify the effectiveness of rooftop gardening
 To analyse ways by which rooftop gardening can be promoted
 To recommend ways to improve the concept in the future

5
STRATEGIC BUSINESS PROJECT
1.7 Significance of the study
The study will aim at developing the concept of rooftop gardening and promoting it to
the world. For the purpose of the study, various secondary articles will be researched in order
to justify the aim of the research.
Chapter 2: Literature Review
2.1 Concept of rooftop garden
Bel et al. (2015) stated that rooftop gardens are the man-made spaces that are situated
at the rooftops of buildings. These buildings may be a commercial settlement, domestic
houses or industries. This rooftop gardening can be designed to fulfil multiple scenarios.
According to Pryor (2016), the rooftop garden can be used for growing produce, provide
space for children to play in, provide shade and decorate the house to make it look beautiful.
In this context, it can be said that two types of gardens exist. These include the extensive and
intensive gardens.
Kanechi et al. (2014) observed that the extensive garden type could be considered as
the rooftop gardens. This is because it requires less maintenance and is not intended for
sightseeing. The other type is the common garden that is frequented by human beings. In the
light of this, it can be said that the rooftop gardening holds certain advantages over the
intensive garden type. This is mainly because of the fact that without the interference of
human beings the garden can help in improving the quality of air and urban temperature
(Wescott and Sundell 2016). Not only this, people can also produce fruits or vegetables in the
garden and sell them to customers. This is one way of maintaining the sustainability of the
environment and fresh produce can help in improving the food quality of the people (Jin
2014). Thus, the concept can help in the future development of the rooftop garden in the
world.

6
STRATEGIC BUSINESS PROJECT
2.2 Use of technology to promote the garden
According to Grard et al. (2015), the rooftop garden is an innovative way to maintain
the sustainability of the environment. The advantages of the rooftop garden can be effective
in order to promote a healthy lifestyle and conserve the greenery of the environment. In this
regard, it can be said that it is important to promote the rooftop garden and its benefits among
the people in the world. In the modern days, the best way to promote the unique idea is by the
social media (Sanyé-Mengual et al. 2017).
People involved in the rooftop garden business can send pictures or write about it in
blogs. This can help to attract other people and can contribute to increasing profits. Most of
the times it has been seen that the rooftop garden business can help people earn extra income
by selling vegetables. Hence, the promotion of rooftop garden can help these households to
earn an extra profit (Beauclaire et al. 2017). Apart from this, a mobile application can be
developed that can help in bringing the rooftop garden one click away from people. People
can order required fruits or vegetables by using this application. According to Drnevich and
Croson (2013), such a use of the application can provide stiff competition to the retail sectors
that are also involved in the sales of fruits and vegetables. The mobile application needs to be
such that it can help in placing orders and ensure that the sellers meet the demand of the
people to good effect (Barreca 2016).
2.3 Benefits of rooftop garden
Westerman, Bonnet and McAfee (2014) stated that the designing of rooftop gardens
in the buildings could provide certain advantages to the people and nature. These benefits
help in the growth of the concept and provide a sense of relief for the people. One such
benefit provided by the rooftop garden is the fact that it helps in relieving stress. The stress
that may occur during long working hours can be relieved with the existence of a rooftop
garden in an office building. This is an important part factor for the people working for long

7
STRATEGIC BUSINESS PROJECT
hours in an office environment. The natural beauty that the gardens produce can help in
relieving any stress factor that may exist. Marques (2016) stated that the designing of rooftop
could also help to the environment clean. It can improve the quality of air and decrease the
wastes that exist in the environment.
This can be done by the contributions made by the plants during the process of
photosynthesis. The design can help technologies to last longer in the building and decrease
the emission of wastes in the environment. Rooftop gardens can be used for reducing the heat
from the atmosphere. This is because with the existence of the garden on the roof the plants
can absorb the heat generated from the sunlight (Lin et al. 2013). This reduces the settling of
heat on the roof and can keep a building cool even during the hot days. It can also maintain a
proper balance between the heat and cold temperature in the building. Li, Bou-Zeid and
Oppenheimer (2014) observed that the most important use of the rooftop garden is the storage
of rainwater. The rain from the atmosphere is used and the excess water is retained by the
rooftop garden. About 80% of the rainfall can be stored by the rooftop gardens.
2.4 Conceptual framework

8
STRATEGIC BUSINESS PROJECT
Figure: Conceptual framework of benefits of rooftop garden
(Source: Created by author)
2.5 Gap in literature
After analysing the concept and the benefits of the rooftop garden, it can be said that
certain gaps or limitations can exist that may limit the use of application of the concept in the
modern world. One such gap is the fact that factories cannot design such innovative nature as
most of the factories consist of chimneys that emit pollutants. This can be harmful to the
garden as the emissions are mostly poisonous pollutants. Thus, the effectiveness of the
rooftop garden cannot be implemented in this context. The rooftop gardens designed in the
buildings of commercial sectors cannot be contaminated with the presence of the men. As
stated in the literature review, rooftop gardens are a good stress reliever. Hence, the
involvement of men can be a consequence of the design.
Chapter 3: Research Methodology
3.1 Research philosophy
While conducting a research mainly two types of philosophies are applied. These
include positivism and interpretivism. Positivism approach believes that reality is stable. It
can be observed and described as per the viewpoint of the researcher (Bernard, 2013). On the
other hand, interpretivism helps in the interpretation of data. For the purpose of this study, the
researcher will use interpretivism philosophy. This is because the data collected from the
secondary sources will be used to evaluate the concept.
3.2 Research approach
According to Bryman and Bell (2012), the research approach helps to formulate a
plan necessary for conducting a research. Mainly two types of approaches to research is made

9
STRATEGIC BUSINESS PROJECT
by the researcher. These include inductive and deductive approach. Inductive approach is
used when a researcher develops new theories related to a topic. On the other hand, the
deductive approach is used while conducting an investigation based on the given theories. For
the purpose of this research, the deductive process will be used. This is mainly because the
researcher conducts research based on the given theories.
3.3 Research design
Burns (2014) stated that mainly three types of research designs are used for
conducting a data. These include explanatory, exploratory and descriptive. The exploratory
design is used to explore the data that exists in the research. The explanatory design in used
to explain the data in a detailed and in a more comprehensive manner. The descriptive data is
used in order to describe the data in the design. This particular study will use the exploratory
design. This is because a thorough understanding of the design is required in order to develop
proper insight into the research.
3.4 Research method
Research method denotes the types of information that are undertaken by a researcher.
Based on the variability of information, a research method can be divided into the
quantitative and qualitative method. Quantitative method is used in order to take necessary
first-hand information from people. On the other hand, a qualitative method is used in order
to gather information from secondary sources. This particular research will use the
application of the qualitative method as most of the information is gathered via secondary
sources.
3.5 Data collection method
Crowther and Lancaster (2011), data for research is mainly collected using two types.
These include primary and secondary methods. Primary methods are used to collect first-

10
STRATEGIC BUSINESS PROJECT
hand information by interviewing or providing feedback forms to people for taking part in the
research. The secondary method is used to gather information from books, journals and
websites. This particular research will use a secondary method.
3.6 Sampling method
Two types of sampling method exist that help in the making proper distinction of the
samples. These include probability and non-probability method. The probability method is
used to filter data that are derived from the samples. The non-probability sample is used to
filter data from the interview. For the purposed of this data, the researcher will not use these
sampling methods. This is mainly because of the fact that secondary research is used to
conduct this study.
3.7 Sampling size
The sampling size is used to determine the number of people that are to be
interviewed. The sample size is chosen using probability method that helps in categorising
the people and develops a proper survey based on the responses of the people. For this
particular research, the researchers will not select any sampling size. The research is
conducted using secondary data in order to understand the effectiveness of rooftop and the
ways to promote it in the modern world.
3.8 Reliability
The data collected for conducting the research needs to be checked for the reliability
and authenticity (Hakim 2012). This is because while presenting a data in a proper it is
necessary to ensure that the data collected are accurate and provide proper information. The
reliability of the data can be ensured by collecting data from sources that are approved by
scholars or are reviewed by peers. In this regard, the data collected can be stated as authentic

11
STRATEGIC BUSINESS PROJECT
and can create a sense of trust among the people. In this study, the data will be collected from
sites that provide authentic information.
3.9 Validity
The validity of the research and the data collected cannot exceed its limit. This is because, in
order to understand the validity of the data, it is necessary to ensure that the data is presented
at the correct time to the presenter. The validity of the data lasts until new information is
released that makes the older information obsolete. Hence, the researcher needs to ensure that
the projects are presented at the right time. Hence, it can be said that the validity of this
research is also an important factor that needs to be considered.
3.10 Ethical issues
While conducting the researcher the researcher will follow the certain code of conduct that
helps to conduct the research in an ethical manner. The researcher will maintain the
principles stated in The Data Protection Act, 1998 and will avoid any unfavourable
circumstances owing to the collection of data. The researcher will also not violate any code of
conduct that is set by libraries. In the case of any information that is restricted by the
librarians, the researcher will not force and collect information. The researcher will also not
force people to submit responses.
3.11 Limitations
Certain limitations existed while conducting the research. This is because the research
needs to be conducted in a short time frame. The budget for conducting the research is
expensive, as it requires the collection of expensive books. Apart from this the researcher,
may face problems while conducting research via online method. This is because some sites
may be unavailable and provide wrong information about the topic. Difficulties can also arise