Co$-$creating value through customers$$ experiences: the Nike case Venkat Ramaswamy C ustomers need no longer be mere passive recipients of value propositions offered by firms. They are now informed, connected, networked, and empowered on a scale as never before, thanks to search engines and engagement platforms like Google, the growth of Internet$-$based interest groups, and widespread high$-$bandwidth communication and social interaction technologies. Customers have learned how to use these new tools to make their opinions and ideas heard, and involve themselves in the value creation process. Seeing opportunity in this new environment, leading firms are responding by engaging their customers in the co$-$creation of value. In the process they are inventing new competencies and business practices