“Changing perspectives” around case studies: the examples of IKEA & Adidas
The authors stressed it is always important to ensure the book's content remains current.
IKEA is one of the cases included in several of the editions as a traditional established business model focusing on an operations-led strategy.
Although still successful in direct sales, as consumer needs have now shifted towards the online market, IKEA has adopted an omnichannel model to meet those needs and is trialling different avenues towards e-commerce.
As a result, the two authors changed this case study radically, focusing on how the shifting markets have challenged IKEA's previously established, traditional model.
Drawing lessons from the changes in the field
Whilst there are case studies that have stood the test of time, other cases demonstrate an operations strategy model that has proved to be ineffective. The authors referred to some of the boxed case examples they have added from time to time which are no longer valid, due to the unexpected changes in the industry.
Instead of removing them, however, they decided to adapt them and draw useful lessons.
An example is the “near-market” factories that Adidas opened to speed up the design process of its high-end, limited-edition designs. However, less than 12 months later, Adidas decided to shut these factories down. The main reason was their inability to meet the cost advantage that Far East supply chain management systems have developed for decades.