1-s2.0-S0007681322000982-main.pdf (969.16 kB)
Embracing falsity through the metaverse: the case of synthetic customer experiences
journal contribution
posted on 2023-06-10, 04:10 authored by Maja Golf PapezMaja Golf Papez, Jonas Heller, Tim Hilken, Mathew Chylinksi, Ko de Ruyter, Debbie KeelingDebbie Keeling, Dominik MahrThe metaverse has been heralded as a next frontier for fuelling strategic business opportunities. At the same time, recent months have witnessed explosive volatility in the market potential of proposed metaverse offerings. As a result, businesses are struggling to set a meaningful strategic course through an unchartered landscape of fast-paced change. We argue that the success of developing and scaling the metaverse as a vibrant new business ecosystem is largely dependent on the understanding that it is a unified and immersive reality where the physical and synthetic customer experiences seamlessly converge. In turn, crucial to this understanding is the notion that businesses and their customers need to be able to suspend their disbelief that synthetic elements are inherently false. We, thus, advance the metaverse as a differentiated experience by exploring the promise and perils of falsity. We discuss how businesses can strategically embrace falsity by harnessing its intended, as well as mitigating unintended, consequences, while manoeuvring through major technological challenges in capturing customer value. We offer a diverse set of examples that illustrate how these strategies translate into managerial actions to competitively succeed in this new reality.
History
Publication status
- Published
File Version
- Published version
Journal
Business HorizonsISSN
0007-6813Publisher
ElsevierExternal DOI
Issue
6Volume
65Page range
739-749Department affiliated with
- Strategy and Marketing Publications
Full text available
- Yes
Peer reviewed?
- Yes
Legacy Posted Date
2022-07-04First Open Access (FOA) Date
2022-08-18First Compliant Deposit (FCD) Date
2022-07-05Usage metrics
Categories
No categories selectedKeywords
Licence
Exports
RefWorks
BibTeX
Ref. manager
Endnote
DataCite
NLM
DC