The Virtual Reality Value Chain

TY - JOUR

T1 - The Virtual Reality Value Chain

AU - De Regt, Anouk

AU - Barnes, Stuart John

AU - Plangger, Kirk Anton

PY - 2019/9/26

Y1 - 2019/9/26

N2 - Virtual reality (VR) technology is predicted to become indispensable in the business world, as it fundamentally reimagines the way in which firms interact with customers. This technology has sparked a VR ecosystem with multiple types of firms and other stakeholders interacting to create value. Thus, to fully leverage the potential of VR, firms need to define their role in this ecosystem in order to capitalize on the opportunities and address the challenges that they face when navigating VR ecosystem complexities. This paper develops a VR value chain that illustrates how the use of VR technologies adds value to key stakeholders. It also provides an understanding of the current state of the VR ecosystem and serves as a source for strategic managerial decision-making and future VR research.

AB - Virtual reality (VR) technology is predicted to become indispensable in the business world, as it fundamentally reimagines the way in which firms interact with customers. This technology has sparked a VR ecosystem with multiple types of firms and other stakeholders interacting to create value. Thus, to fully leverage the potential of VR, firms need to define their role in this ecosystem in order to capitalize on the opportunities and address the challenges that they face when navigating VR ecosystem complexities. This paper develops a VR value chain that illustrates how the use of VR technologies adds value to key stakeholders. It also provides an understanding of the current state of the VR ecosystem and serves as a source for strategic managerial decision-making and future VR research.

KW - Virtual reality ecosystem

KW - Virtual Reality Technology

KW - value chain

KW - Marketing strategy

M3 - Article

SN - 0007-6813

JO - BUSINESS HORIZONS

JF - BUSINESS HORIZONS

ER -