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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:

      The case study may be used to:
    • Understand how a range of wireless technology developments has improved the selling and sales management functions and productivity
    • Appreciate that future developments in IT will continue to shape these sales functions in the near future
    • Know how information technology can enable customer relationship management (CRM)
    • Understand how sales force automation (SFA) software is used to support the sales function.

    Keywords : Adidas, Sales Force Automation, Career Opportunities, Productivity, Customer Relationship Management (CRM), Mobile Technology, Inventory management, Information Management System, Motivation


    • Introduction
    • Use of Wireless Services in Improvement of Productivity
    • Addidas Amarica: Overview
    • The Challenges: Maximize Customer Satisfaction and Purchasing
    • Choosing the Right Solution
    • Developing the Application
    • Dynamic Inventory Checking
    • Results
    • Issues
    • Exhibits

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