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Case Study

Building the corporate learning brand: The story of Nike U

By Shlomo Ben-Hur and Robert J. Crawford

15 pages

July 2012

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Reference: IMD-4-0330

The case tells the story of the transformation of the corporate learning function at Nike Inc. and the creation and branding of the Nike U. It provides an account of the transformation plan that was developed by the newly appointed CLO Andrew Kilshaw and tracks the implementation process with its challenges and successes. It also outlines the key components of a learning brand of a multinational corporation.

Learning Objective

Identify the key priorities of a new CLO. Outline the key components of a corporate learning brand. Identify ways in which learning creates value for an organization.

Keywords

Corporate Learning, Learning Brand, Collateralized Loan Obligations, Transformation, Retail, Organizational Behavior

Settings

World/global, United States of America
Nike, Consumer Goods, Footwear, Consumer Goods, Sportswear
2009-2012

Type

Field Research

Available Languages

English

Related material

Teaching note, Video

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