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Value formation with immersive technologies: an activity perspective

Gulnar Nussipova (Stockholm Business School, Stockholm University, Stockholm, Sweden)
Fredrik Nordin (Stockholm Business School, Stockholm University, Stockholm, Sweden)
David Sörhammar (Stockholm Business School, Stockholm University, Stockholm, Sweden)

Journal of Business & Industrial Marketing

ISSN: 0885-8624

Article publication date: 12 August 2019

Abstract

Purpose

The purpose of this paper is to contribute a framework that explains how value is formed during the usage of immersive technologies in industrial contexts.

Design/methodology/approach

Drawing on activity theory and a customer-dominant logic, the authors tentatively develop an activity-centric framework for value formation enabled by physical and mental activities conducted by users of immersive technologies. The authors evaluate the framework through a case study focusing on the use of virtual reality (VR) in an industrial setting.

Findings

The findings from the case study illustrate the tentative framework and specify how it is enacted by users in the studied context through three physical activities constituted by a set of actions and reflected in five emotional responses.

Research limitations/implications

Both researchers and practitioners may use the framework presented in this paper as a guide for further academic and practical developments concerning the value of immersive technologies such as VR and augmented reality.

Originality/value

The activity-centric framework contributes a novel perspective to the literature on value formation enabled by immersive technologies.

Keywords

Citation

Nussipova, G., Nordin, F. and Sörhammar, D. (2019), "Value formation with immersive technologies: an activity perspective", Journal of Business & Industrial Marketing, Vol. 35 No. 3, pp. 483-494. https://doi.org/10.1108/JBIM-12-2018-0407

Publisher

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Emerald Publishing Limited

Copyright © 2019, Emerald Publishing Limited