1. Adidas' acquisition of U.S. competitor Reebok represents a major cross-border

transaction.

(a) Please discuss the main advantages and disadvantages that may gener-

ally exist when acquiring a foreign company.

(b) Which of these advantages and disadvantages were particularly relevant

for Adidas' decision to acquire Reebok? Can you think of other, unmen-

tioned advantages and disadvantages that might have been related to the

Reebok acquisition? Please back up your statements with appropriate

reasoning.

2. In 2005, Herbert Hainer said: "The acquisition is a unique opportunity. Retailers

will be delighted" (Hofer 2014a, p. 18). At the same time, only some analysts and

sporting goods industry experts agreed, whereas others raised doubts regarding

the acquisition. In your opinion, were retailers as "delighted about the acquisi-

tion" as Hainer expected? And which concerns of analysts and sporting goods

industry experts were justified or proved wrong? In your answer, please also take

account of the motives and concerns mentioned in the case study.

3. The brand positioning of Adidas and Reebok shows several similarities and

differences.

(a) Please outline and contrast the global brand positioning of Adidas and

Reebok after the acquisition.

(b) Comment on the strengths and weaknesses of the positioning after the

acquisition with special emphasis on the measures taken by Adidas and

Reebok from 2006 onwards. Do you think Adidas and Reebok represent

suitable brand complements?

4. Please imagine you are a sporting goods industry expert and your task is to

evaluate the integration of Reebok.

(a) Based on a strategic analysis of the internal situation and the external

environment, was the integration of Reebok a success story? Please

include examples from the case study in your answer.

(b) What recommendations would you give to CEO Kasper Rorsted with

respect to future steps to integrate (or not integrate) Reebok into the

Adidas Group? Please make sure to back up your suggestions with

reasonable arguments derived from your strategic analysis.

5. If you were CEO Kasper Rorsted, which strategic decisions would you take over

the next 3 years? Please elaborate in detail on corporate, business unit (e.g., for

Adidas, Reebok and TaylorMade-Adidas Golf) and selected functional strategies

(for instance marketing and purchasing).

_{Please note that, for some of the questions, the case study is only a starting point.}

_{You will have to search for additional information to answer the questions.}