The Virtual Reality Value Chain

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Abstract

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.
Original languageEnglish
JournalBUSINESS HORIZONS
Publication statusAccepted/In press - 26 Sept 2019

Keywords

  • Virtual reality ecosystem
  • Virtual Reality Technology
  • value chain
  • Marketing strategy

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