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Controlling
Adidas' strategy is to "be the leading sports brand in the world." To accomplish this they must merge the idea of Sports Performance and Sports Style. Adidas realizes that individual departments and segments must have the authority to act, to generate ideas, and to postulate and decide because they have their ears closest to the client. Integrating a highly sophisticated system in which groups talk (email, video chat, etc.) and combine ideas levels out the hierarchy and is more responsive to market needs (Adidas Strategy, 2007).
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REFERENCES
Adidas. (2009). SAM Research AG. Cited in:
http://www.sustainability-index.com/djsi_pdf/Bios09/adidas_09.pdf
Adidas Strategy. (2007). Adidas-group.com. Cited in:
http://adidas-group.corporate-publications.com/2007/gb/files/pdf/en/50.pdf
mnsu.edu: http://business.nmsu.edu/~dboje/mpw.html
Marcus Troy.com. Cited in: http://marcustroy.com/people/people-adidas-superstar-ad-campaign-with-key-influencers/
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