Using "biztainment" to gain competitive advantage

Biztainment is a practice by which entertainment is added to a bundle of goods and services in order to gain competitive advantage. The achievement of this goal is illustrated herein using economic examples of increased revenue, repeat business, and profits, and by extending the product lifecycle, thus ensuring survival of the firm. The general premise is that biztainment is an increasingly popular business strategy, applicable to all industries. For example, consider the goods and services provided by Build-A-Bear stores: children can select the fabric, eyes, and buttons to create a unique tangible good, while the memorable process of building it (employing self-service, too) with family or friends adds extraordinary value to the purchase. Build-A-Bear's use of biztainment has resulted in 370 stores worldwide on five continents, expanding at a rate of 25 locations per year, and earned revenue of $474 million in 2007 (Build-A-Bear, 2008). This article concludes by offering examples of ways in which managers can evaluate their current product-service strategies against the environmental drivers of biztainment. (C) 2008 Kelley School of Business, Indiana University. All rights reserved.