Technology Meets Flowers : Unlocking the Circular and Digital Economy

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.

Eric van Heck is Professor of Information Management and Markets at Erasmus University Rotterdam. He is the coauthor of Making Markets, among other books and articles, and the recipient of the ERIM Book Award, the ERIM Impact Award, the Outstanding Paper Literati Network Award, and the AIS Best Conference Paper in IS Education Award. In 2020, he received the AIS Sandra Slaughter Service Award, the AIS Technology Challenge Award, and the AIS Impact Award. He lives in Rotterdam.