Digital Transformation in the Brazilian Flower Industry: Cultural and Technological Issues, Economic Benefits and Firms' Actual Adoption

Being digital, which in the past was a distinctive position, today is becoming a requirement for incumbents and other companies to survive in the digital world. This research explores how the new technologies are impacting the Brazilian flower sector, which opportunities are in place, and how other sectors are facing these changes. The methodology applied in this work consisted of many qualitative interviews with different stakeholders of the sector, desk research, and participation in events. Starting with the industry overview, it is presented how the floriculture sector is organized, who are the main stakeholders, and what is the size of the market in Brazil and globally. The following section presents which technologies are in place and how could they be used in this scenario. Then, some cultural and technological issues are presented, looking from the perspective of each stakeholder, which is followed by an analysis of the economic benefits that some initiatives could offer. Finally, the last chapter presents the firms' actual adoption and the long-term objectives for the sector.