Abstract

Veiling Holambra in Brazil is the largest flower company in Latin America. This case features analysis of strategy and implementation regarding the role and positioning of Veiling Holambra in national and international flower markets. By using advanced information technologies (IT), Veiling Holambra connects local Brazilian flower supply to Brazilian and international demand. Flowers being perishable products, a wider reach for Veiling Holambra requires focusing on faster logistical and distribution processes and systems. The case pays special attention to the difference between global supply chains and global demand chains in the flower industry. Supply chains produce flowers, stock them, and put them on sale in flower auctions. Demand chains produce flowers on order and distribute them directly to customers (wholesalers, retailers). The case helps explain the fundamental differences between these two chain systems, stimulating a reflection about under which conditions each chain system works better. The case also describes the potential role of IT electronic models in promoting local development.