Ref: IMD-7-1795

Case study

Reference: IMD-7-1795

Order this case study

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

By Professor Carlos Cordon Carlos Cordon, Professor Benoit F. Leleux Benoit 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
KeywordsChange Management, Corporate Culture, Customer Engagement, Emerging Market, Entrepreneurial Leadership, Global, Information Technology, Innovation, Local, Omnichain, Radio-frequency Identification, Retail, Supply Chain, Technology Management
SettingsAdidas
2015-2016
TypeField Research
Copyright©2016
LanguageEnglish
Order this case study

Reference: IMD-7-1795

IMD case studies are distributed through case clearing houses. In order to browse the collection and purchase copies please visit the links below.

The Case Centre Cranfield University

Wharley End Beds MK43 0JR, UK
Tel +44 (0)1234 750903
Fax +44 (0)1234 751125
Email info@thecasecentre.org

The Case Centre Babson College

Babson Park Wellesley MA 02457, USA
Tel +1 781 239 5884
Fax +1 781 239 5885
Email info.usa@thecasecentre.org

Harvard Business School Publishing

60 Harvard Way Boston, MA 02163, USA
Tel (800) 545-7685 Tel (617)-783-7600
Fax (617) 783-7666
Email custserv@hbsp.harvard.edu

Case Center Japan

2nd Floor, Toranomon Jitsugyokaikan,
1-1-20 Toranomon, Minato-ku,
Tokyo 105-0001 Japan
Tel +81 3 3503 6621
Fax +81 3 3501 0550
Email info@casecenter.jp

Copyright information

IMD retains all proprietary interests in its case studies and notes. Without prior written permission, IMD cases and notes may not be reproduced, used, translated, included in books or other publications, distributed in any form or by any means, stored in a database or in other retrieval systems. For additional copyright information, please contact our Information Center.

Do you need more information?
Contact us for additional information or republishing

Case study

Reference: IMD-7-1795

Order this case study

Looking for something specific?

Keep reading

Back to top