Ramaswamy, Venkat - In: Strategy & Leadership 36 (2008) 5, pp. 9-14
‐creating experiences of value with customers. Design/methodology/approach – The shoe company Nike provides a glimpse of the next “best … practices” of value co‐creation with customers. By engaging with informed, connected, and networked customers around the globe …, Nike has found their shared experiences to be a new source of value. Findings – The paper finds that customers are now …