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When to enter the metaverse: business leaders offer perspectives

Stéphanie Gauttier (Department of Management, Technology, and Strategy, Grenoble École de Management, Grenoble, France)
Wassim Simouri (Department of Management, Technology, and Strategy, Grenoble École de Management, Grenoble, France)
Aurélien Milliat (Department of Automation, Production and Computer Sciences, IMT Atlantique Bretagne-Pays de la Loire – Campus de Nantes, Nantes, France)

Journal of Business Strategy

ISSN: 0275-6668

Article publication date: 13 December 2022

Issue publication date: 26 January 2024




Once Facebook transformed into Meta, a race to enter the metaverse began in all sectors of the economy. Being first has financial, technical and strategic costs, even if it can allow creating barriers to prevent others entering and establishing one’s brand as innovative. Being late, however, enables companies to benefit from more mature infrastructure and learning opportunities, but they risk being followers rather than leaders and missing opportunities. This study aims to discuss when organizations should consider entering the metaverse first, or whether they should come to it later.


To identify these conditions, 15 business strategy experts ranked 25 statements against each other about the metaverse and first- and late-entrant strategies.


When comparing the points of view of the 15 experts, four perspectives emerged. Three perspectives state that being a first mover can lead to a sustainable competitive advantage when organizations have strong capabilities regarding research and development, change management, learning and managing knowledge. The fourth perspective is skeptical that entering first can lead to a competitive advantage, given the high level of uncertainty surrounding the development of the metaverse.

Practical implications

A list of considerations when deciding to enter the metaverse is provided to managers.


This paper shifts the discourse on the metaverse from a technology-driven discussion to a strategic-asset-and-capabilities discussion.



Gauttier, S., Simouri, W. and Milliat, A. (2024), "When to enter the metaverse: business leaders offer perspectives", Journal of Business Strategy, Vol. 45 No. 1, pp. 2-9.



Emerald Publishing Limited

Copyright © 2022, Emerald Publishing Limited

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