adidas (B) - The Case Centre

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Case

Reference no. IMD-3-0744

Subject category: Strategy and General Management

Authors: Jacques Horovitz (International Institute for Management Development (IMD)); Giana Boissonnas (International Institute for Management Development (IMD)); Ursula Hilliard (International Institute for Management Development (IMD))

Published by: International Institute for Management Development (IMD)

Originally published in: 1998

Version: 03.03.2003

Length: 28 pages

Data source: Field research

Topics: Turnaround; Beating the dinosaurs

Share a link: https://casecent.re/p/11946

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Abstract

This is the second of a two-case series (IMD-3-0743 and IMD-3-0744). This two part case series discusses the successful turnaround of Adidas. Case (A) describes the financial and competitive situation of Adidas and the sporting goods industry in 1993 when Robert Louis-Dreyfus, Chief Executive Officer (CEO), takes over the management of the company. Adidas is in economic and organisational disarray and Louis-Dreyfus''s challenge is to turn the company around from its current deficit of close to $100 million. Can he do it? What changes should he make? Case (B) describes the strategies and actions Louis-Dreyfus put in place, which effectively resulted in the dramatic turnaround of Adidas between 1993 and 1998. Readers will also discover the personality and work values that drive Louis-Dreyfus to success. There is a set of three videos available to be used in conjunction with the case series (IMD-3-0743-V to IMD-3-0745-V).

Location:

Worldwide

Industry:

Sports

Other setting(s):

1997