The Race to the Top : Will a 'Bring Your Own Device' (BYOD) Policy Contribute to the Success of the Adidas Group?
Series
Case Study Series University of St.Gallen
Type
case study
Date Issued
2013
Author(s)
Abstract
In 2010, the CEO of the adidas Group, Herbert Hainer, presented a strategic long-term business plan for the group, called 'Route 2015'. This route is an attempt to become the global number one in the sporting goods industry. In order to implement the strategy, the HR department defined its own objective of increasing employee engagement. Hence, the CIO had to consider how to increase employee engagement through IT and contribute to the success of the adidas Group. In general, the case study illustrates how a long-term business strategy leads to a particular IT project, in this case a Bring Your Own Device (BYOD) project. This project can be used to demonstrate the implications of IT alignment and to introduce different options for a device strategy, including the controversial BYOD, the associated risks and opportunities, and different ways to implement the technology. The case study is targeted at advanced undergraduate or graduate students in business administration, who have a basic knowledge of business administration and IT, particularly of strategic management and general IT issues. The teaching notes include a video interview with the CIO, who describes the actual solution, the outcomes and lessons learned.
Language
English
Keywords
BYOD
IT alignment
mobile
employee engagement
HSG Classification
contribution to education
HSG Profile Area
SoM - Business Innovation
Refereed
Yes
Publisher
The Case Centre
Publisher place
UK
Number
313-248-8
Subject(s)
Eprints ID
227151