Case Study

Adidas (B)

28 pages
June 1998
Reference: 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, CEO, takes over the management of the company. Adidas is in economic and organizational 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.

Turnaround, Beating the Dinosaurs, Sports Equipment, Sports
Field Research
© 1998
Available Languages
Related material
Teaching note, Video
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