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The virtual reality value chain

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  • de Regt, Anouk
  • Barnes, Stuart J.
  • Plangger, Kirk

Abstract

Virtual reality (VR) technology is predicted to become indispensable in the business world, as it fundamentally reimagines the ways 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. Firms need to define their roles in this ecosystem in order to capitalize on the opportunities and address the challenges they face when navigating its complexities. This article 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.

Suggested Citation

  • de Regt, Anouk & Barnes, Stuart J. & Plangger, Kirk, 2020. "The virtual reality value chain," Business Horizons, Elsevier, vol. 63(6), pages 737-748.
    • Handle: RePEc:eee:bushor:v:63:y:2020:i:6:p:737-748
    DOI: 10.1016/j.bushor.2020.08.002
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    Cited by:

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    2. Kostyk, Alena & Sheng, Jie, 2023. "VR in customer-centered marketing: Purpose-driven design," Business Horizons, Elsevier, vol. 66(2), pages 225-236.
    3. de Regt, Anouk & Plangger, Kirk & Barnes, Stuart J., 2021. "Virtual reality marketing and customer advocacy: Transforming experiences from story-telling to story-doing," Journal of Business Research, Elsevier, vol. 136(C), pages 513-522.
    4. Marco Casini, 2022. "Extended Reality for Smart Building Operation and Maintenance: A Review," Energies, MDPI, vol. 15(10), pages 1-36, May.

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