388 Part Three Key System Applications for the Digital Age Jacqueline Smith-Dubendorfer, Adidas Vice President of Digital Experience Design, believes that using Salesforce for customer relationship management has enhanced the company's ability to treat each customer as an individual. Who is this person? How much do we know about that individual? Where did that person come from? What is that person interested in? With Salesforce CRM tools, Adidas can now answer these questions much more easily. CRM provides the information for Adidas to adapt what it presents to the customer to deliver as close as it can CASE STUDY QUESTIONS 1. Analyze Adidas using the competitive forces and value chain model. 2. What is Adidas's business strategy? What is the role of customer relationship management in that strategy? 3. How do information systems support Adidas's strategy? to what the customer is actually looking for Adidas can now connect one-to-one with every customer, across multiple channels and on any device. Soteroes- Adidas, wwW ales forcecom, accessed February 11, 2020: wwwadidas-groupoom, accessed February 10, 2020; "Fandunp: E-commerce Sales Increase for Adidas," digitalcommetce360, Anguse 9, 2019, Sruart tapchlan, "Dreamforne 2018; Aflidas Gets Closer to Customers by. Adopeting an Adhletic Mindoet in Businets. Diginomica, September 27. 2048; and Nadia Cameron, "Adlidis Deps. Data and Technology Smarts to Buald Personaliand Digital Engagement whith Customers," CMO, November 7, 2017. 4. How did using Salesforce.com make Adidas more competitive? How did it change the way the company ran its business? 5. Give an eximple of two business decisions that were improved by using Salesforce.com. 388 Part Three Key System Applications for the Digital Age Jacqueline Smith-Dubendorfer, Adidas Vice President of Digital Experience Design, believes that using Salesforce for customer relationship management has enhanced the company's ability to treat each customer as an individual. Who is this person? How much do we know about that individual? Where did that person come from? What is that person interested in? With Salesforce CRM tools, Adidas can now answer these questions much more easily. CRM provides the information for Adidas to adapt what it presents to the customer to deliver as close as it can CASE STUDY QUESTIONS 1. Analyze Adidas using the competitive forces and value chain model. 2. What is Adidas's business strategy? What is the role of customer relationship management in that strategy? 3. How do information systems support Adidas's strategy? to what the customer is actually looking for Adidas can now connect one-to-one with every customer, across multiple channels and on any device. Soteroes- Adidas, wwW ales forcecom, accessed February 11, 2020: wwwadidas-groupoom, accessed February 10, 2020; "Fandunp: E-commerce Sales Increase for Adidas," digitalcommetce360, Anguse 9, 2019, Sruart tapchlan, "Dreamforne 2018; Aflidas Gets Closer to Customers by. Adopeting an Adhletic Mindoet in Businets. Diginomica, September 27. 2048; and Nadia Cameron, "Adlidis Deps. Data and Technology Smarts to Buald Personaliand Digital Engagement whith Customers," CMO, November 7, 2017. 4. How did using Salesforce.com make Adidas more competitive? How did it change the way the company ran its business? 5. Give an eximple of two business decisions that were improved by using Salesforce.com