Biztainment is a practice by which added to the entertainment package of goods and services, in order to gain a competitive advantage. Achieving this goal is shown here with examples of economic increase revenue, repeat business, and profits, and by extending the product life cycle, thus ensuring the survival of the firm. Overall premise that biztainment becoming increasingly popular business strategy, applicable to all industries. Consider, for example, goods and services provided by Build-A-Bear stores: kids can choose the fabric, eyes and buttons to create a unique material good, while the process of creating a memorial (using the self-service, too) family or friends adds exceptional value to the purchase. Using the Build-A-Bear on biztainment resulted in 370 stores around the world on five continents, is expanding at a rate of 25 people a year and received income of $ 474 million in 2007 (Build-A-Bear, 2008). This article concludes by offering examples of the ways in which managers can assess their current product-service strategies to combat environmental drivers biztainment. "Hide
on Mi Gene Newsom, David Collier, Eric Olsen Source: Business Horizons 10 pages. Publication Date: March 15, 2009. Prod. #: BH320-PDF-ENG
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