1-800-Flowers.com was a market leader in the floral gift industry, offering solutions for everyday gift needs as well as for special occasions. The U.S. company’s mission was to “deliver smiles” to its customers by designing and delivering innovative and valuable gifts. 1-800-Flowers.com had a very good brand in terms of floral distribution. However, the online market for flower and gift sales was changing rapidly, presenting new opportunities for efficiencies and market expansion. In March 2012, the company's chief executive officer was faced with a pressing decision. How could 1-800-Flowers.com gain competitive advantage through collaborations with the extended supply chain?
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