The purpose of this research is to report and explore new channel strategies, which allow delivering services
through new digital technologies. Therefore, we have conducted an in-depth qualitative case study to generate
comprehensiveness and rich knowledge. The case focused on a Private bank in Portugal and counted with several
sources of data collection, gathering 42 semi-structured interviews, more than 80 direct observations and more than
3,600 internal documents, for triangulation and corroboration purposes. The results suggest that organizational
synergies are changing the business landscape by encompassing triadic elements channels-services-firms. While some
organizations are implementing this strategy around the world, we found that it provides greater channel freedom of
choice to customers when compared with the previous strategies. Thus, our findings identify a set of potential
advantages, as well as risks of adopting digital business networks as a strategy. This article also studies technologydriven
solutions in business networks, as customers are becoming active co-producers.info:eu-repo/semantics/publishedVersio
