Why do the Dutch continue to play a central role in the global
production, sales, and distribution of flowers? What are the origin
and history of the bulb and flower industry in the Netherlands? How
are Artificial Intelligence (AI), complex algorithms, and modern
distribution systems ensuring that fresh flowers reach their
destination on time? This very entertaining and informative book
introduces readers to the global flower business, and highlights
the surprising factors that helped the Dutch become global leaders
on the flower markets. The book reveals the complexity of the
flower markets in terms of their ability to produce, transport, and
deliver fresh flowers on a global scale. In addition, it explores
how information advantage is created by blending business with
technology, from robotized glasshouses to the use of AI-driven
algorithms for flower production and distribution. In closing, the
book presents lessons learned regarding the circular and digital
transformation of the high-speed flower business and markets in
order to deliver sustainable value for customers. Combining the
light beauty of flowers with the harsh language of the digital
universe is a masterfully executed task in this book, organized as
a bouquet of algorithms, data science, and digital platforms.
Mandatory reading for all those interested in the flower business
as well as for those who want to know more about the perfume
emanating from digital systems. Eduardo Diniz Professor and Head of
the Technology and Data Science Department, Escola de Administracao
de Empresas de Sao Paulo, Fundacao Getulio Vargas, Sao Paulo,
Brazil This unique book leads you through the bulb fields and
auctions of the Netherlands, through history, logistics, auction
design, and Internet technology, to draw lessons in business
management from the study of flowers. With beautiful illustrations.
A tour de force. John Kay Economist, Author of Radical Uncertainty
and Greed is Dead, and Fellow, St. John's College, University of
Oxford, Oxford, United Kingdom If you want to understand the impact
of information and technology on a fascinat- ing industry, this
book is a must-read. The author explains in a highly intriguing way
how innovations propelled the flower industry from the sixteenth
century till today. Whether you are working in the flower industry,
a business student, academic, or just intrigued by the business
behind flowers, you will enjoy this book! Martin Mocker Professor
of Information Systems, ESB Business School, Reutlingen University,
Reutlingen, Germany. Research Affiliate, MIT Sloan Center for
Information Systems Research, Cambridge, USA
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