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  • November 1991 (Revised October 1995)
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Calyx & Corolla

By: Walter J. Salmon and David Wylie
  • Format:Print
  • | Pages:31
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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.)
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    • March 2014 (Revised January 2015)
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    H-E-B: Creating a Movement to Reduce Obesity in Texas

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    • 2004
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    Globalization of Retailing

    By: Rajiv Lal, David E. Bell and Walter J. Salmon
More from the Authors
  • Ghurka By: Jose B. Alvarez, Walter J. Salmon and Christine Snively
  • H-E-B: Creating a Movement to Reduce Obesity in Texas By: Jose B. Alvarez, Jason Riis and Walter J. Salmon
  • Globalization of Retailing By: Rajiv Lal, David E. Bell and Walter J. Salmon
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