Communications of the Association for Information Systems Volume 29 Article 21 11-2011 Toys Become Tools: From Virtual Worlds to Real Commerce Sascha Vitzthum Department of Business Administration, Illinois Wesleyan University, svitzthu@iwu.edu Abhishek Kathuria Goizueta Business School, Emory University Benn Konsynski Goizueta Business School, Emory University Follow this and additional works at: htps://aisel.aisnet.org/cais Tis material is brought to you by the AIS Journals at AIS Electronic Library (AISeL). It has been accepted for inclusion in Communications of the Association for Information Systems by an authorized administrator of AIS Electronic Library (AISeL). For more information, please contact elibrary@aisnet.org. Recommended Citation Vitzthum, Sascha; Kathuria, Abhishek; and Konsynski, Benn (2011) "Toys Become Tools: From Virtual Worlds to Real Commerce," Communications of the Association for Information Systems: Vol. 29 , Article 21. DOI: 10.17705/1CAIS.02921 Available at: htps://aisel.aisnet.org/cais/vol29/iss1/21