Kenyan Flower Industry: A Business as Delicate as a Flower
Date: 15/03/2012
Author(s): IESE Insight
Document type: Non-refereed article
van Leeuwen, Marco; Leszczynski, Mariusz; Gieben, Marc
Languages: Spanish / English
Company(ies): Tesco, Aalsmeer
Geographic area: Spain; Netherlands; United Kingdom; Iceland; Kenya
Marco van Leeuwen (Rijk Zwaan, Netherlands), Mariusz Leszczynski (Inditex, Poland) and Mark Gieben (DHL, Switzerland) suggest how a rose farm in Kenya should overcome the immediate crisis of its shipments being grounded due to an unforeseen natural disaster, and then they recommend a different distribution strategy for the company longer term.
Bibliographic citation: IESE Insight, "Kenyan Flower Industry: A Business as Delicate as a Flower", IESE Insight, No. 12, First Quarter 2012, pp 66 - 70