Experiential offerings such as spirits tastings, craft workshops, creative meal preparation, or relaxation and wellness activities are difficult to digitalize because they rely on hedonic multisensory stimulation through interactions with experiential artefacts (e.g., spirits), spaces (e.g., a cellar), or actors (e.g., a tasting leader) to create value to participants. However, not least since the onset of the COVID-19 pandemic have commercial providers started to develop digitalized experiential offerings. Through a multiple-case study of seven German providers, we explore how they reconfigured the value creation architecture of their newly developed digitalized offerings by retaining, augmenting, and compressing key experiential components. We also trace how these digitalization efforts changed how providers could capture value from the provision of digitalized offerings through digital scaling, dynamic provisioning, and offering-based learning. These findings allow us to contribute to the literature on digital value creation and capture as well as digital product and service innovation.
Lorenz, Johanna; Chandra-Kruse, Leona; and Recker, Jan, "VALUE CREATION AND VALUE CAPTURE WITH DIGITALIZED EXPERIENTIAL OFFERINGS" (2023). ECIS 2023 Research Papers. 290.