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Operations Management Case Study

Case Title:

Mobile Technology in Sales Force Automation: A Case of Adidas America

Publication Year : 2012

Authors: Shantanu Bagchi and R Muthukumar

Industry: Sports Apparel

Region: US

Case Code: OM0037

Teaching Note:  Not Available

Structured Assignment: Not Available


This case study is about Adidas America's decision to use mobile technology in its sales force automation. With mobile technology rapidly penetrating the workplaces of various enterprises, there had been extensive changes in prevalent working practices and management styles of companies. Across different regions and industries, the effect of mobile technology on employee productivity was found to be on the whole positive.

Mobile technology was also found to be responsible for reducing the "dead time" of employees, improving the overall level of responsiveness within the organization. However, according to experts, a more systematic implementation of mobile technology could result in further gains for the enterprises. This case describes how Adidas America implemented sales force automation using mobile technology and details the challenges that the company faced in the process.

Pedagogical Objectives:

    Executive Interviews

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  • Vijay GovindarajanVijay Govindarajan

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    Speaks on Reverse Innovation
  • View All Executive Interviews»

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