Adidas Case Selection Strategy

The relevance of case study approach lies in its case selection strategy (Elman et al., 2016). There are two branches of case selection techniques called random sampling (random and stratified) and information-oriented sampling (extreme, maximum variation, critical and paradigmatic) (Flyvbjerg, 2006). While with random sampling, the decisive factor for generalization is the size of cases selected, information-oriented technique concern more about the characteristics of specific cases chosen and less about the sample size. Particularly, whereas extreme cases offer insights to unusual angle of the problem, maximum variation makes use of multiple cases to increase the diversified situations. Furthermore, critical case study serve as the tipping
The financial and operational results speak for themselves which will be explained more details in the following part. With impressive sales growth, margin expansion as well as bottom lines improvement, adidas presents an ample opportunity to understand the application of service innovation and SDL in order fulfilment and outbound logistics at one of the most successful e-Commerce sporting goods companies in the world. Second, adidas strategy places emphasis on the innovation, customer orientation as well as excellent experiences, which is strictly in alignment with the SDL perspective. As the mind set “creating the new”, adidas is at the period of creation and inspiration with several “revolutions” such as the speed factory – a highly automated factory supported by artificial intelligent and industry 4.0 technologies or future craft 4D – the more advanced 3D printing technology using Carbon's "Digital Light Synthesis" process allowing unlimited possibilities to customized sport
Together with the momentum adidas is creating to gain back the dominant position in the market at the moment, the company becomes a “critical case study” that cannot be missed according to Yin (2013). In this manner, Yin stated that the significant contribution from the single case can be represented through “confirming, challenging or extending” the framework applied, which also is one important purpose of this research. Third, the author is currently employed at adidas and the research is cooperated with the company, making it feasible to access to data and information necessary to achieve the objectives of this research. Empirical findings from interview adidas managers and personnel are presented in the following