Nike's 'Sports Knowledge Underground' E-learning Initiative

            
 
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Case Details:
Case Code : HROB118
Case Length : 12 pages
Period : 2003-2009
Pub Date : 2009
Teaching Note :Not Available
Organization : Nike Inc.
Industry : Apparel and Footwear
Countries : USA

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Human Resource and Organization Behavior | Case Study in Management, Operations, Strategies, Human Resource and Organization Behavior, Case Studies



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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.



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Excerpts

Background Note

In 1957, Phil Knight (Knight), an undergraduate student and middle-distance athlete at the University of Oregon, and Bill Bowerman (Bowerman), his athletics coach, realized the need for a good quality American sports shoe...

The Challenge

Over the years, Nike had earned a name for itself for its innovative products. But the company also realized that bringing out innovative products alone and advertising them effectively would not suffice; it would also have to ensure that the sales associates at the stores had good product knowledge and were able to pitch the benefits of the products to the customer...

Human Resource and Organization Behavior | Case Study in Management, Operations, Strategies, Human Resource and Organization Behavior, Case Studies

Sports Knowledge Underground

The team came out with the Sports Knowledge Underground (SKU), an online interactive program with flash animation and sound. Regarding the origin of the name, Donahue said, "We were throwing out ideas, and someone suggested that we needed to come up with something edgy, something underground."...

Results

The e-learning program met with good response. By the end of 2006, over one million modules had been completed and more than 50,000 hours of product training were delivered. By early 2007, SKU was used to train more than 35,000 sales associates across its own stores and that of other retailers...

Exhibits

Exhibit I: The Swoosh - Nike's Logo
Exhibit II: Key Financials of Nike
Exhibit III: A Brief Note on E-learning
Exhibit IV: Screenshot of the SKU Website
Exhibit V: Product Categories in SKU (As of 2007)
Exhibit VI: Some Characteristics of Generation Y Learners
Exhibit VII: New Communication for the Digital Generation
Exhibit VIII: Some Differences between Classroom Training, E-learning, and M-learning

Human Resource and Organization Behavior | Case Study in Management, Operations, Strategies, Human Resource and Organization Behavior, Case Studies

 

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