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    NIKE Supply Chain in the New Digital Age - Teaching note

    Jané, Joan ; Ferrinha, Pedro

    • Reference: PT-84-E

    • Year: 2021

    • Number of pages: 13

    • Publication Date: Sep 16, 2022

    • Source: IESE (España)

    • Type of Document: Teaching Note

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    Description

    In spite of being succesful in supply chain operations thru wholale and physical retail channels, NIKE wants to redesign the logistics network strategy to achieve the expected digital revenue growth. A new program called "NIKE Digital First Supply Chain" aims to fulfil and deliver to NIKE online direct customers with products in two days across Europe. Carlos Bermejo, Senior Director of Strategic Programs at NIKE is about to develop a new decentralized logistics network plan with a first pilot in Madrid. Open questions are to be solved regarding omnichannel fulfllment, inventory management, returns, service levels, operational costs and sustainability impact.

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    Keywords

    direct to consumer supply chain e-commerce logistics e-retailing logistics logistics network Nike omnichannel fulfillment supply chain direct to consumer supply chain operations