Scenarioplanning in coporate fusion of Aalsmeer Flower Auction House
Scenarioplanning in corporate fusion of Aalsmeer Flower Auction House
The two largets flower auction houses have joined their forces since the first of January, 2008. Two organisations, still competing against each other in 2006, Flora Holland and Bloemenveiling Aalsmeer are now competing together on al global market.
In the proces that lead to this joint decision, scenarioplanning was used as a basis for strategy. By combining trends and insecurities, three plausible but surprising scenario's were developed, titled 'bend or break', 'strong together' and 'chains at the top'. Philip Idenburg from BrBright and Joke Moenis from VBA were involved in the development of these scenario's.
In this article (Dutch text only) Bernard Oosterom, chairman of the former Aalsmeer auction house and Jan Straver, former director of commerce and initiator of this project review the 2006 period.