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Go boldly!: Explore augmented reality (AR), virtual reality (VR), and mixed reality (MR) for business
Royal Institute of Technology (KTH), Stockholm.
Royal Institute of Technology (KTH), Stockholm.
Luleå University of Technology, Department of Business Administration, Technology and Social Sciences, Business Administration and Industrial Engineering.
Gustavson School of Business, University of Victoria.
2018 (English)In: Business Horizons, ISSN 0007-6813, E-ISSN 1873-6068Article in journal (Refereed) In press
Abstract [en]

 It is not surprising that managers find it hard to distinguish similar-sounding, IT-based concepts such as augmented reality and virtual reality. To many, all of these constructs mean nearly the same and, as a result, the terms are often used interchangeably. This confusion holds back those eager to explore the different opportunities these new technologies present. This Executive Digest presents six different types of reality and virtual reality—(1) reality, (2) augmented reality, (3) virtual reality, (4) mixed reality, (5) augmented virtuality, and (6) virtuality—as part of our actual reality/virtual reality continuum. We then illustrate their differences using a common example and outline business applications for each type

Place, publisher, year, edition, pages
Elsevier, 2018.
National Category
Business Administration
Research subject
Industrial Marketing
Identifiers
URN: urn:nbn:se:ltu:diva-70216DOI: 10.1016/j.bushor.2018.05.009OAI: oai:DiVA.org:ltu-70216DiVA, id: diva2:1236878
Available from: 2018-08-06 Created: 2018-08-06 Last updated: 2018-08-13

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CiteExportLink to record
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  • apa
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