How can multichannel business strategy can improve sustainability value? A case study in banking.

The purpose of this paper is to examine the multichannel practices adopted by companies and the multichannel strategies used to create sustainable value. The study adopts a qualitative approach and, in order to improve the understanding of the researched phenomenon, privilege the analysis of a case study referred to an Italian company that operates in the banking sector. The results were classified according to the main dimensions of corporate sustainability identified in the Triple Bottom Line. For each dimension, it was reported: 1) the multichannel value creation practices and 2) the multi-channel tools or multi-channel strategies adopted to achieve sustainable results. The paper contributes to the literature by deepening the understanding of sustainability dimensions that are pursued through a multichannel strategy in banking. Moreover, the work investigates the relationship between sustainable value creation practices and the integrated multichannel strategies. A single case study limits the generalization of the findings.