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Navigating augmented reality: A practice-oriented guide to identifying and overcoming implementation obstacles

Author

Listed:
  • Mohammadhossein, Nastaran
  • Richter, Alexander
  • Richter, Shahper
  • Thatcher, Jason

Abstract

While numerous case studies highlight the transformative potential of augmented reality (AR) across various industries, its adoption has consistently lagged behind expectations, hindered by the lack of actionable recommendations to address its implementation obstacles effectively. Drawing on insights from 24 AR experts, this study identifies key obstacles to AR implementation, such as difficulties in quantifying AR’s qualitative benefits and challenges in integrating AR with legacy information technology (IT) systems. To address these challenges, the study proposes practical actions such as developing AR-specific performance benchmarks and conducting organizational readiness assessments. By providing targeted enablers across three phases—initiation, development, and integration—this article equips IT managers with structured tools to ensure successful AR implementation in alignment with organizational readiness.

Suggested Citation

  • Mohammadhossein, Nastaran & Richter, Alexander & Richter, Shahper & Thatcher, Jason, 2026. "Navigating augmented reality: A practice-oriented guide to identifying and overcoming implementation obstacles," Business Horizons, Elsevier, vol. 69(2), pages 229-240.
    • Handle: RePEc:eee:bushor:v:69:y:2026:i:2:p:229-240
    DOI: 10.1016/j.bushor.2025.03.003
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