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 Administração de Empresas de São Paulo
Fundação Getulio Vargas São 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
