Creating Consumer Value through Physical and Digital Product Bundles: One Firm's Approach
Thatcher, Jason Bennett
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In recent years, firms have bundled digital products and physical products to create value and gain a competitive edge in the marketplace. In this commentary, we discuss one such approach to value creation. We present the case of Ganz, who developed and marketed the Webkinz brand of plush toy collectibles. These Webkinz toys create unique value through bundling a physical collectible toy with digital services accessed through the Internet. In this article, we analyze the elements of the Ganz business model that contribute to creating consumer value. We conclude with implications for managers and suggestions for future research.