BUSINESS Insight
Kenyan Flower Industry: A Business as Delicate as a Flower
IESE Insight
Date: First Quarter 2012
Tags: flower, rose, farm, volcano, Eyjafjallajökull
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.