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• Case | HBS Case Collection | November 2018 (Revised April 2019)

  Nike: Changing the Sneakers Game

  Anita Elberse, Bryce Aiken and Howard Johnson

  “Our goal is to be the kind of start-up that would terrify Nike—if Nike didn’t already own us.” Ron Faris, general manager of S23NYC, a Manhattan-based digital studio owned by sports apparel giant Nike, is on the phone with Adam Sussman, Nike’s chief digital officer. It is June 1, 2018. Two years earlier, Sussman was behind Nike’s push to acquire Virgin Mega, a startup comprised of Faris and his small team, which has since morphed into a studio that plays a pivotal role in Nike’s digital strategy. With the studio’s mobile app, SNKRS (pronounced ‘sneakers’), specifically, Nike seeks to strengthen its connection with the most fanatical of its fans—the sneakerheads—and “bring back the fun and emotion of buying,” as Sussman put it. Is Nike on the right path with its digital strategy and, in particular, with how it seeks to change the sneakers game and compete with rivals such as Adidas and Puma? Does it make sense for the company to pursue the kinds of innovations featured in the SNKRS app? And what kind of campaigns and activations should it prioritize in the future?

  Keywords: digital strategy; Digital technology; Apparel; fashion; superstar; innovation; general management; Mobile Technology; Strategy; Marketing Strategy; Innovation and Invention; Management; Sports; Entertainment; Apparel and Accessories Industry;

  Citation:

  Elberse, Anita, Bryce Aiken, and Howard Johnson. "Nike: Changing the Sneakers Game." Harvard Business School Case 519-039, November 2018. (Revised April 2019.)  View Details

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• Teaching Note | HBS Case Collection | March 2019

  Zespri Grows

  David E. Bell and John Masko

  Controlling about a third of global kiwifruit exports by volume and nearly half by value in 2018, Zespri was a grower-owned “corporatized cooperative” with the exclusive right to export New Zealand-grown kiwifruit (except to Australia). Zespri did not grow fruit, but rather managed an integrated marketing system across the value chain. This coordinated structure enabled Zespri to control quality, build a brand, and command premium prices in export markets. In 2018, Zespri had a strategic goal of marketing the world’s leading portfolio of kiwifruit year round, with a target of nearly doubling sales, to NZ$4.5 billion, by 2025. This would require Zespri to vastly increase its kiwifruit supply in New Zealand, as well as from overseas suppliers, who currently accounted for a relatively small portion of its volume. Rapid growth presented several challenges, including the need to preserve product quality and consistency while working with new growers, prioritizing customers and markets as demand outpaced supply, considering Zespri’s position vis-à-vis the crucial China market, and developing new capabilities as Zespri transformed from New Zealand-centric into a global organization. At the same time, the Zespri team aspired to launch new products that met consumer demand for sweeter taste and convenience—an increasingly urgent priority as global competition in kiwifruit intensified. Zespri had been the first to introduce a high-quality proprietary gold kiwifruit to the global market, and it continued to dominate the gold segment. Could it do the same in the emerging red-flesh category? As with many questions facing Zespri in 2018, there are risks of moving too fast as well as too slow.

  Keywords: Agribusiness; kiwi; kiwifruit; Agriculture; Global Supply Chain; branding; produce; coordinated industry structure; industry coordination; countercyclical supply; New Product Development; Product Strategy; differentiation; Food; Quality; Trade; Brands and Branding; Marketing; Strategy; Global Strategy; Change Management; Organizational Change and Adaptation; Globalization; Globalized Firms and Management; Competitive Strategy; Resource Allocation; Product Development; New Zealand;

  Citation:

  Bell, David E., and John Masko. "Zespri Grows." Harvard Business School Teaching Note 519-069, March 2019.  View Details

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• Article | Harvard Business Review | March–April 2019

  The Future of Leadership Development

  Das Narayandas and Mihnea Moldoveanu

  The need for leadership development has never been more urgent. Companies of all sorts realize that to survive in today’s volatile, uncertain, complex, and ambiguous environment, they need different leadership skills and organizational capabilities from those that helped them succeed in the past at all levels of the firm. But the leadership development industry is in a state of upheaval. The number of players offering courses to impart the hard and soft skills required of corporate managers has expanded well beyond the traditional business schools, corporate universities, and dedicated consultancies. And yet organizations that spend billions of dollars annually to train current and future executives are growing frustrated with the results. There are three main reasons for the disjointed state of leadership development. The first is a gap in motivations. In executive development, the “customer” is not the “client.” The organization pays for the individual to enhance his or her skills—and résumé—and thereby benefit from participating. The second is the gap between the skills that executive development programs build and the skills that organizations require—particularly the interpersonal skills essential to thriving in today’s flat, networked, increasingly collaborative organizations. The third reason is the skills transfer gap. Simply put, most executives do not seem to take what they learn in the classroom and apply it to their jobs. For organizations to develop essential leadership and managerial talent, they will need to bridge these three gaps. The good news is that the growing assortment of online courses, social and interactive platforms, and learning tools from both traditional institutions and upstarts—which we call the personal learning cloud (PLC)—offers a solution. Organizations can select components from the PLC and tailor them to the needs and behaviors of individuals and teams. The PLC is flexible and immediately accessible, and it enables employees to pick up skills in the context in which they must be used. In effect, it’s a 21st-century form of on-the-job learning.

  Keywords: talent management; executive education; Leadership Development; Business Education; Management Skills; Learning; Online Technology;

  Citation:

  Narayandas, Das, and Mihnea Moldoveanu. "The Future of Leadership Development." Harvard Business Review 97, no. 4 (March–April 2019): 40–48. (Spotlight Talent Management.)  View Details

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