Case | HBS Case Collection | November 1991 (Revised October 1995)

Calyx & Corolla

by Walter J. Salmon and David Wylie

Abstract

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; Transformation; Distribution Channels; Business Startups; Problems and Challenges; Agriculture and Agribusiness Industry; United States;

Citation:

Salmon, Walter J., and David Wylie. "Calyx & Corolla." Harvard Business School Case 592-035, November 1991. (Revised October 1995.)