Lecture

Customization Strategy: mi Adidas

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In course

MGT-526: Supply chain management

This course introduces key concepts in supply chain management. It uses a combination of case studies, simulation exercises, formal lectures and group discussions to illustrate how the various concepts can be successfully implemented in practice. ...

Description

This lecture explores the customization strategy of mi Adidas, focusing on the three generic options: Withdraw, Maintain, and Expand. It delves into the recommended approach, sales projections, and required investments over the next five years. The lecture also discusses the evolution of the mi Adidas concept, the challenges faced, and the strategic decisions made by the company. Additionally, it covers the importance of personalization in the sports products industry, the impact of customization on supply chain management, and the comparison with competitors' strategies.

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Instructors (3)

Ralf Seifert

Ralf W. Seifert is Professor of Technology & Operations Management (TOM) at the College of Management of Technology (CDM) at Ecole Polytechnique Fédérale de Lausanne (EPFL) since 2003. His primary research and teaching interests relate to operations management, supply chain strategy and technology network management. He is also active in industry analysis, international project work and new venture formation. Based on his work with companies, Professor Seifert has co-authored more than 30 case studies covering different industries. These efforts have been recognized by multiple international case awards granted by EFMD in 2018, 2012, 2009 and 2003, ECCH in 2011 and 2006, as well as POMS in 2004. He continues to actively research issues of supply chain strategy, supply chain finance and technology management and has more than 70 articles and international conference presentations to his credit. In addition, he co-authored two books: one focused on strategic supply chain management and another one concerning start-up challenges of technology ventures. In parallel to his appointment at EPFL, he continues to serve a position at IMD, were he has been appointed Professor of Operations Management in 2000. Prior to joining IMD, Professor Seifert studied and worked in Germany, Japan and the US. He earned PhD and MS degrees in Management Science at Stanford University, a Diplom Ingenieur degree in Mechanical Engineering at the Karlsruhe Institute of Technology (KIT) and a Master's degree in Integrated Manufacturing Systems Engineering from North Carolina State University. While in the US, he consulted for Hewlett-Packard and served as Teaching and Research Assistant at Stanford University. In Germany he worked for Booz & Company, McKinsey & Company and Freudenberg & Co. In addition, he spent one year as a Visiting Scholar in Operations Research at Waseda University in Tokyo.

Anna Timonina-Farkas

Anna Timonina-Farkas is a scientific researcher in the field of Operations Research and Operations Management at TOM EPFL. Her focus is on theory and data-driven solution methods in multi-stage optimization under model and decision-dependent uncertainties. Before joining EPFL, she served as a Research Scholar at the Risk, Policy and Vulnerability program at the International Institute for Applied Systems Analysis (Vienna, Austria), developing optimal governmental strategies for natural disaster risk-managem

Richard Markoff

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