Ref: IMD-7-1796

Case study

Reference: IMD-7-1796

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Adidas Russia/CIS and the Russian crisis: Retrench or double down (B)

Carlos Cordon
Benoit F. Leleux

By Professor Carlos CordonCarlos Cordon, Professor Benoit F. LeleuxBenoit F. Leleux and Beverley Lennox

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, i.e. Russia during the latest economic crisis.

Learning Objective

Participants will gain an understanding of the following:

  • The main opportunities and challenges of transforming to a digital supply chain
  • Experience, speed of delivery and convenience are what counts for the consumer, more than price
  • The importance of putting supply chain management on the boardroom agenda
  • How change management is critical for gaining buy-in to new capabilities
  • Brick-and-mortar retailers must take more risks if they want to survive in the omnichannel environment
Keywords Change Management, Corporate Culture, Customer Engagement, Emerging Market, Entrepreneurial Leadership, Global, Information Technology, Innovation, Local, Omnichain, Radio-frequency Identification, Retail, Supply Chain, Technology Management
Settings Adidas
Type Field Research
Copyright ©2016
Language English
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Reference: IMD-7-1796

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Case study

Reference: IMD-7-1796

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