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Expanding Cutts Floral Distributors

Elina Ibrayeva (University of Nebraska-Lincoln, Lincoln, Nebraska, USA)
Terrence Sebora (University of Nebraska-Lincoln, Lincoln, Nebraska, USA)

The CASE Journal

ISSN: 1544-9106

Publication date: 1 May 2014


Case description

Cutts Floral Distributors, founded in 2004 by Dave Lambe, was a floral wholesaler in Lincoln, Nebraska. The firm became a top wholesaler in the Lincoln area and had expanded its delivery range (all accessed by the company's hand delivery system) up to 100 miles outside of Lincoln. The company credited its success to the expertise of its founder, a professor of horticultural entrepreneurship, and to the company's commitment to customer service. Dave Lambe came to believe that Cutts had exhausted the local market and began looking for growth opportunities within driving distance. Proposed locations for expansion included Kansas City (MO/KS), Denver (CO), and St Joseph (MO). The case provides an in-depth look at Cutts, its competitive advantages, and strategy as the firm faced a critical decision, made more difficult by the uncertainties of the economic recession. This case encourages students to think critically in order to answer the case's central questions: “Should Cutts expand? If so, where?” The complexity of an expansion decision and the multitude of factors that may influence an entrepreneur's decision to expand are illustrated throughout the case.



Ibrayeva, E. and Sebora, T. (2014), "Expanding Cutts Floral Distributors", The CASE Journal, Vol. 10 No. 1, pp. 26-40.



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