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    Addidas

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    samyung2006
    Many companies are exploring mass customization as a way to demonstrate market leadership and capture price premiums. This case examines adidas' recent "mi adidas" initiative, aimed at delivering customized athletic footwear to retail customers. It discusses the practical implications associated with expanding the initiative from a small pilot to a wider operation with a retail presence. Along the way, the case enables the reader to evaluate an interlinked set of issues, from marketing, retailer selection and information management, through production and distribution, to project management and strategic fit. The case offers three alternative routes for moving forward as of October 2001 and challenges participants to decide "mi adidas'" future direction! An accompanying video interview provides for added insights and an update on the route chosen by adidas.

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    Addidas

    Uploaded by

    samyung2006
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    Many companies are exploring mass customization as a way to demonstrate market leadership and capture price premiums. This case examines adidas' recent "mi adidas" initiative, aimed at delivering customized athletic footwear to retail customers. It discusses the practical implications associated with expanding the initiative from a small pilot to a wider operation with a retail presence. Along the way, the case enables the reader to evaluate an interlinked set of issues, from marketing, retailer selection and information management, through production and distribution, to project management and strategic fit. The case offers three alternative routes for moving forward as of October 2001 and challenges participants to decide "mi adidas'" future direction! An accompanying video interview provides for added insights and an update on the route chosen by adidas.

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    Many companies are exploring mass customization as a way to demonstrate market leadership and capture price premiums. This case examines adidas' recent "mi adidas" initiative, aimed at delivering customized athletic footwear to retail customers. It discusses the practical implications associated with expanding the initiative from a small pilot to a wider operation with a retail presence. Along the way, the case enables the reader to evaluate an interlinked set of issues, from marketing, retailer selection and information management, through production and distribution, to project management and strategic fit. The case offers three alternative routes for moving forward as of October 2001 and challenges participants to decide "mi adidas'" future direction! An accompanying video interview provides for added insights and an update on the route chosen by adidas.

    Copyright:

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    Download as PDF, TXT or read online from Scribd
    Flag for inappropriate content
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    13 views1 page

    Addidas

    Uploaded by

    samyung2006
    Many companies are exploring mass customization as a way to demonstrate market leadership and capture price premiums. This case examines adidas' recent "mi adidas" initiative, aimed at delivering customized athletic footwear to retail customers. It discusses the practical implications associated with expanding the initiative from a small pilot to a wider operation with a retail presence. Along the way, the case enables the reader to evaluate an interlinked set of issues, from marketing, retailer selection and information management, through production and distribution, to project management and strategic fit. The case offers three alternative routes for moving forward as of October 2001 and challenges participants to decide "mi adidas'" future direction! An accompanying video interview provides for added insights and an update on the route chosen by adidas.

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    "MI ADIDAS" MASS CUSTOMIZATION INITIATIVE

    Reference: Copyright Year: Author(s): Research Associate(s): Abstract: IMD-6-0249 2002 Seifert, Ralf W. Many companies are exploring mass customization as a way to demonstrate market leadership and capture price premiums. This case examines adidas' recent "mi adidas" initiative, aimed at delivering customized athletic footwear to retail customers. It discusses the practical implications associated with expanding the initiative from a small pilot to a wider operation with a retail presence. Along the way, the case enables the reader to evaluate an interlinked set of issues, from marketing, retailer selection and information management, through production and distribution, to project management and strategic fit. The case offers three alternative routes for moving forward as of October 2001 and challenges participants to decide "mi adidas'" future direction! An accompanying video interview provides for added insights and an update on the route chosen by adidas. Mass customization; Apparel; Distribution; Information management; Production; Project management; Supply chain Europe; Germany Athletic & outdoor apparel industry; Footwear industry October 2001 2001 Net Sales: 6.1 billion; 14,000 employees Case Field research 23 IMD-6-0249-T (teaching note); IMD-6-0249-V (video)

    Subjects: Geographical Settings: Industry: Time Frame: Company Size: Type: Source: Length: Related:

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