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Prize winner
Published by:
IMD (2016)
15 pages
Data source:
Field research
The case series is based on extensive interviews with key executives at adidas Russia/CIS in charge of implementing the radical IT, supply chain and omnichannel initiatives that transformed adidas Russia/CIS from one of the poorest performers to the new standard within the Group. The initiatives included pioneering the rollout and implementation of key new technologies such as click-and-collect, ship-from-store, endless aisle and RFID - all of this in the face of the massive economic crisis that embroiled Russia. With some 1,200 company-owned stores - the Group's largest direct retail footprint globally - adidas Russia/CIS was critical to the financial success of the Group as a whole. The case provides an opportunity to discuss the key challenges in the rollout and implementation of cutting-edge IT, supply chain and omnichannel initiatives in one of the most challenging retail and logistics environments, ie Russia during the latest economic crisis.
Learning objectives:
1. Participants will gain an understanding of the following - The main opportunities and challenges of transforming to a digital supply chain. 2. Experience, speed of delivery and convenience are what counts for the consumer, more than price. 3. The importance of putting supply chain management on the boardroom agenda. 4. How change management is critical for gaining buy-in to new capabilities. 5. Brick-and-mortar retailers must take more risks if they want to survive in the omnichannel environment.
Russia, Sports equipment industry; Retail industry; Manufacturing industry, 2015-2016, >55,000 people in over 160 countries with sales of EUR17 billion in 2015
Prizes won:
2016 - EFMD Case Writing Competition - category winner
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