| HBS Case Collection
(Revised from original 1991 version)
Calyx & Corolla
Describes a new entry into the $8 billion flower industry in the United States. Combining the use of overnight air freight (Federal Express), information technology, an 800 number, and a catalog, Calyx & Corolla was changing the way flowers had traditionally been distributed, bypassing three layers of distribution, and providing very fresh flowers directly from the growers to consumers. Frames the question of how this start-up venture should grow.
Keywords: Market Entry and Exit;
Problems and Challenges;
Agriculture and Agribusiness Industry;
Salmon, Walter J., and David Wylie. "Calyx & Corolla." Harvard Business School Case 592-035, October 1995. (Revised from original November 1991 version.)