Title: Improving business models through augmented reality applications: evidence from history, theory, and practice

Authors: Daniele Leone; Maria Cristina Pietronudo; Luca Dezi

Addresses: Department of Management and Quantitative Studies, Parthenope University of Naples, Naples, Italy ' Department of Management and Quantitative Studies, Parthenope University of Naples, Naples, Italy ' Department of Communication and Social Research, Sapienza University of Rome, Rome, Italy

Abstract: The higher complexity of managing multiple and fast-changing business models might push innovators to use more sophisticated technologies such as augmented reality (AR). The article proposes a detailed observation of the passage from virtual reality to the use of AR, highlighting, especially, the capability of AR in improving business models. Thus, research question of the study is: How does augmented reality determine improvement of the business models? Analysing the historical background, the contribution of recent studies, and the applications' results in various sectors (e.g., the military, medicine, automotive, and retail), a conceptual model is proposed. We show an augmented reality influence on different business model components (e.g., proposition, value configuration, partner network, relationship, target customer, distribution channel, cost structure, and revenue model), describing several value creation improvements, value proposition, and value capture. The paper fills the literature gap related to organisations that have improved their business models by applying augmented reality systems.

Keywords: augmented reality; virtual reality; business models; technology; innovation.

DOI: 10.1504/IJQI.2022.119280

International Journal of Quality and Innovation, 2022 Vol.6 No.1, pp.28 - 42

Received: 17 Dec 2020
Accepted: 11 Mar 2021
Published online: 30 Nov 2021 *

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