Vibram: customer centricity at the core of digital transformation and new business model

The proposed case study focuses on how important it is, from a business standpoint, to conceive digital transformation as a strategic enabler for business transformation, especially when the customer and his value expectations are placed at the center of this process. In this sense, the Vibram's case aims at allowing participants to understand the potential of shifting from the traditional paradigm, where digital technologies are conceived simply as a tool to increase internal efficiency, to a new one, where they represent a strategic driver for transforming the company and its business model, all starting from a reinvention of the customer experience in the customer journey. This case study was prepared based on publicly available resources and interviews with the top management of Vibram (Albizzate, April 2019 - October 2019). The case authors sincerely thank Vibram and in particular, their Chief Digital Officer Giuseppe Grandinetti and their Chief Information Officer Virginio Basilico for the support in the case study preparation.