Value co-creation through multichannel distributions: the Nike ID case

Information Technology (IT) development, in recent years, deeply changed the relationship between firm and customer, leading to an important shift in their respective roles. Nowadays, the customer has to be seen as a key player of this relationship, carrying out an active and important contribution in the phase of product development. Despite a growing interest for this topic, the importance of how and why some specific organizations seem to be more effective at executing channel interactions and co-creating value with customers remains underspecified. To address this gap, we try to explain, through a case analysis, the multi-channel strategy that Nike developed with the so called "ID service" in the Italian market scenario and how its basic principles can be a foundation to generate value over time through customer collaboration. In particular, this study explores the role of IT-enabled value co-creation in this domain.