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Value-Co-creation Through Multichannels Distributions: The Nike ID Case

In: Information Systems: Crossroads for Organization, Management, Accounting and Engineering

Author

Listed:
  • Enrico Angioni

    (Università degli Studi di Cagliari)

  • Francesca Cabiddu

    (Università degli Studi di Cagliari)

  • Maria Chiara Guardo

    (Università degli Studi di Cagliari)

Abstract

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.

Suggested Citation

  • Enrico Angioni & Francesca Cabiddu & Maria Chiara Guardo, 2012. "Value-Co-creation Through Multichannels Distributions: The Nike ID Case," Springer Books, in: Marco De Marco & Dov Te'eni & Valentina Albano & Stefano Za (ed.), Information Systems: Crossroads for Organization, Management, Accounting and Engineering, edition 127, pages 259-266, Springer.
    • Handle: RePEc:spr:sprchp:978-3-7908-2789-7_29
    DOI: 10.1007/978-3-7908-2789-7_29
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    Cited by:

    1. Arnaud Riviere & Rémi Mencarelli & Bertrand Belvaux & Jessie Pallud, 2016. "Channel proliferation and perceived value of the digital offer in the newspaper industry: a complementary effect? [Multiplication des canaux et valeur perçue de l’offre digitale dans la presse écri," Post-Print hal-01591784, HAL.

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