Sustaining Digital Transformation in the Post-COVID Era: Nike Case Study

Abstract

Digital transformation is often a term that has a broad set of definitions, but consensus as to what it can mean has taken on increasing importance in an increasingly digital world. It is especially important for businesses to have a narrow definition so that they can focus on a particular strategy for digital transformation that can be most effective in this economic environment. The COVID-19 pandemic will become an inflexion point in history for many issues and one major topic will be how companies achieve innovative services and products, while also adapting to the future needs of the workforce. My research will focus on analyzing the latest academic frameworks that can help guide digital transformation strategies in the post-COVID era. By adopting a digital transformation strategy over the short term, business executives can accurately measure the impact their employees, products, services and customers will ultimately have on their longevity and long-term profitability.

To demonstrate successful implementations of these digital transformation frameworks, this research will focus on Nike Inc., (Nike) as a case study. Nike, one of the largest and most well-known sports brands in the world, is also a company that puts digital transformation at the forefront of its business strategy. The firm’s goal of accelerating their digital transformation is aimed at better understanding and improving the customer experience. The study aims to demonstrate how Nike’s customer focused digital transformation over the past decade has led to a competitive advantage and moving forward into the post-COVID era, will they be prepared for the rapidly changing needs of their consumers?