Question: Chapter 9 Achieving Operational Excellence and Customer Intimacy; Enterprise Applications INTERACTIVE SESSION ORGANIZATIONS CRM Helps Adidas Know Its Customers One Shoe Buyer at a Time

Chapter 9 Achieving Operational Excellence and Customer Intimacy; Enterprise Applications INTERACTIVE SESSION ORGANIZATIONS CRM Helps Adidas Know Its Customers One Shoe Buyer at a Time CASE STUDY QUESTIONS 1. Analyze Adidas using the competitive forces and 4. How did using Salesforce.com make Adidas more value chain model. competitive? How did it change the way the com- 2. What is Adidas's business strategy? What is the role of pany ran its business? customer relationship management in that strategy? 5. Give an example of two business decisions that 3. How do information systems support Adidas's strategy

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