Technology Meets Flowers

Unlocking the Circular and Digital Economy

Authors: van Heck, Eric

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  • Charts the history of Dutch dominance in the high-speed flower markets
  • Explains high-speed operations, circular business models, and the use of digital technologies
  • Presents experiences from the high-speed flower business and markets useful for other sectors
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eBook $24.99
price for USA in USD
  • ISBN 978-3-030-69303-9
  • Digitally watermarked, DRM-free
  • Included format: PDF, EPUB
  • ebooks can be used on all reading devices
  • Immediate eBook download after purchase
Softcover $34.99
price for USA in USD
  • ISBN 978-3-030-69302-2
  • Free shipping for individuals worldwide
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  • Covid-19 shipping restrictions
  • Usually ready to be dispatched within 3 to 5 business days, if in stock
About this book

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




About the authors

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.




Reviews

“What a captivating book! Eric van Heck juxtaposes two distinct histories: that of the iconic Dutch tulips dating back five centuries, and of digital technologies, considerably younger. The revolution triggered when these two elements collide has profound implications for the digital transformation of industries in general. A must read for all interested in unraveling the impacts of ICT advances on society.” (Ritu Agarwal, Distinguished University Professor and Robert H. Smith Dean’s Chair of Information Systems, Robert H. Smith School of Business, University of Maryland, College Park, USA) 

“The flower industry proves that innovations, leadership, and long-term goals are in its DNA, which has given them a dominant market position. It is the perfect example for everyone working in the corporate world and in governments.” (Theo Backx, Executive in Residence, Rotterdam School of Management, Erasmus University, Rotterdam, Netherlands) 

“Technology Meets Flowers is an engaging read about flowers, which play a major role in our social lives. Eric van Heck weaves in the increasing role of technology in the flower business, beginning with the engineering and genetic agricultural innovations that fueled the industry to the current day with digital platforms and auctions that are central to the industry. The stories are most engaging. I couldn’t put it down once I started reading it.” (Vasant Dhar, Professor of Information Systems, Stern School of Business, New York University, New York City, USA)

“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) 

“Eric van Heck is one of the most enterprising academics that has an interest in addressing relevant questions of interest for businesses through academic research. This book provides a fascinating insight into the emerging role of analytics and business decision making in traditional businesses. His work highlights Royal FloraHolland’s innovative business model and its fascinating evolution of the last three decades, from making the auction clock electronic to the latest innovation with the introduction of pre-sales. Eric is one of the most prominent academic leaders in the field who has made this fascinating world visible to people outside the business through his academic writing as well as this book. I know the book will provide managers, students, business leaders, and academics a fascinating story and tremendous insights into innovating business processes.” (Alok Gupta, Senior Associate Dean and Curtis L. Carlson Schoolwide Chair in Information Management, Carlson School of Management, University of Minnesota, Minneapolis, USA) 

“This book reveals the great historical journey of Dutch Horticulture. But in the heart there are guidelines for the great digital challenges of our times. Knowing and developing competences together, in meetings points like the World Horti Center, will create the digital horticultural agenda for enterprises, research, and education.” (Nico van Hemert, Managing Partner, Strategy On Demand, Leiden, Netherlands) 

“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)

“In his vividly-written bookEric van Heck gently leads the reader into a rich understanding of the value - and pitfalls - of the high-speed world of digital management and ‘perishable’ data. Rather than explaining the concepts in a dry, management-school text, he explores the application of modern technologies in fast-moving commodities markets through the historical lens of the Netherland’s most famous exports – flowers and collective auctions. A must read for anyone mystified by terms like artificial intelligence and machine learning and anyone who loves a good story!” (Wolfgang Ketter, Professor of Information Systems, Rotterdam School of Management, Erasmus University, Rotterdam, Netherlands, and University of Cologne, Cologne, Germany) 

“If one wishes to understand the history and future of markets, you must go the master, Professor Eric van Heck. His book, Technology Meets Flowers, is a Master Class in market evolution and market possibilities in a digital age. I can think of no better market to study than the beautiful global flower market, no better center than the Dutch marketplace and no better insight than the decades long research by Professor van Heck. He offers a delightful and imaginative tour through the amazing history and digital transformation of this beautiful, delicate and globally sourced treasure. The book offers a fascinating history, current innovations, and future possibilities for the global flower market and offers insight for any evolving market. For history, economics, strategy, operations and competitive leverage of emerging technologies – I highly recommend Professor van Heck’s Master Class in a book.” (Benn Konsynski, George S Craft Professor, Goizueta Business School, Emory University, Atlanta, USA.)

“This is a marvelous book! While the primary focus is the evolution and transformation of the flower industry along with the technological innovation waves, it offers valuable insights to other information-rich and time-critical industry sectors. Highly recommended for anyone who is thinking about (re)inventing business in today's hyper-competitive digital economy.” (Yixin Lu, School of Business, George Washington University, Washington DC, USA) 

“A must for anyone who wants to learn from one of the great business innovation success stories of recent times – the global flower ecosystem. A fascinating compilation of case studies on innovation and the successful introduction of new technologies including information, auctioneering, and biotech.” (Martijn van de Mandele, Senior Partner, Parma Group, Leiden, Netherlands. Senior Advisor, RAND Corporation, Brussels, Belgium. Advisory Board Member, Rotterdam School of Management, Erasmus University, Rotterdam, Netherlands) 

“If you want to understand the impact of information and technology on a fascinating 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) 

“Eric van Heck’s book, Technology Meets Flowers, is a well succeeded mix of a scientific treatise and a romantic novel. It provided me with some enlightning insights on the leverage of logistics on information, or the other way round: the leverage of information on the logistics in the flower market. Or how the impressive progress of technology will have an impact on organizational design. However, I’ll have to add one caveat, based on my experience. Whenever I pass by a flower-market, I can not stop thinking of this book.” (Joost Steins Bisschop, Partner, Jungle Minds, Amsterdam, Netherlands) 

“Professor Eric van Heck provides great insight on how technology has been impacting floriculture. He puts developments in an historical perspective and describes where the industry is heading: algorithms and data-driven ecosystems will bloom. A very enjoyable ‘must read’ on how the flower industry could be exemplary of where other industries are going.” (Pascal Visée, Non-executive Board Member of Royal FloraHolland, Aalsmeer, Netherlands. Non-executive Board Member of Rabobank Group, Utrecht, Netherlands)

“A must-read, if you want to understand the key success factors of the Dutch flower industry in its four centuries development toward the current data-driven, circular, collaborative, and orchestrated network. It clearly explains the power of new tech- nologies and data science in all stages and aspects of the global network.” (Jack van der Vorst Board Member of Wageningen University & Research and Professor in AgriFood Supply Chain Management, Wageningen, Netherlands)



Table of contents (7 chapters)

Table of contents (7 chapters)
  • People Love Flowers

    Pages 1-22

    van Heck, Eric

  • Tulip Bulbs

    Pages 23-50

    van Heck, Eric

  • Glass City

    Pages 51-76

    van Heck, Eric

  • Dutch Flower Auctions

    Pages 77-109

    van Heck, Eric

  • Flower Bouquets and Ecosystems

    Pages 111-148

    van Heck, Eric

Buy this book

eBook $24.99
price for USA in USD
  • ISBN 978-3-030-69303-9
  • Digitally watermarked, DRM-free
  • Included format: PDF, EPUB
  • ebooks can be used on all reading devices
  • Immediate eBook download after purchase
Softcover $34.99
price for USA in USD
  • ISBN 978-3-030-69302-2
  • Free shipping for individuals worldwide
  • Institutional customers should get in touch with their account manager
  • Covid-19 shipping restrictions
  • Usually ready to be dispatched within 3 to 5 business days, if in stock
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Bibliographic Information

Bibliographic Information
Book Title
Technology Meets Flowers
Book Subtitle
Unlocking the Circular and Digital Economy
Authors
Copyright
2021
Publisher
Springer International Publishing
Copyright Holder
The Editor(s) (if applicable) and The Author(s), under exclusive license to Springer Nature Switzerland AG
eBook ISBN
978-3-030-69303-9
DOI
10.1007/978-3-030-69303-9
Softcover ISBN
978-3-030-69302-2
Edition Number
1
Number of Pages
XXIII, 220
Number of Illustrations
2 b/w illustrations, 21 illustrations in colour
Topics