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Virtual worlds as settings for avatar-based innovation processes

  • Published:
Journal of Service Science Research

Abstract

The full potential of Virtual Worlds is still far away from being reached. Whereas innovations are key factors for economic success, the increase of complexity in innovation processes, due to an internationalization of collaborations as well as to an increase in interaction between manufacturers and consumers, represents a major challenge for many companies. In this context Avatar-based Innovation Processes represent promising innovation drivers, as they provide a globally connected working environment for user-centred innovation processes. The use of Avatars and Virtual Worlds allows for an unprecedented form of web based collaboration during the entire innovation process. The paper provides a review of recent developments in Virtual Worlds, analyses how companies may exploit virtual environments and collaborate with Avatars during different stages of the innovation process, and underpins those alternatives with examples.

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Author information

Authors and Affiliations

  1. SBA Research, Sommerpalais Harrach, Favoritenstrasse 16, 1040, Vienna, Austria

    Niina Maarit Novak & Andreas Mladenow

  2. Department of e-Business School of Business, Economics and Statistics, University of Vienna, Oskar Morgenstern Platz 1, 1090, Vienna, Austria

    Christine Strauss

Authors
  1. Niina Maarit Novak
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  2. Andreas Mladenow
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  3. Christine Strauss
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Corresponding author

Correspondence to Niina Maarit Novak.

Additional information

Niina Maarit Novak is member of the research group Electronic Business at the Faculty of Business, Economics and Statistics, University of Vienna. She holds a master’s degree in International Business Administration from the University of Vienna and is currently pursuing her second master degree in Business Informatics at the University of Vienna. Her research focuses on the field of electronic business with particular focus on web-based collaboration.

Andreas Mladenow received a master’s degree in Business Administration at the Faculty of Business, Economics and Statistics, University of Vienna. He is a researcher at the research group on Electronic Business at the University of Vienna and a doctoral candidate at the Vienna University of Economics and Business. His research focuses on the field of electronic business and collaboration.

Christine Strauss is Associate Professor at the Faculty of Business, Economics and Statistics, University of Vienna. She holds a master’s degree in Business Informatics from the University of Vienna and a doctoral degree in economics from the University of Zurich. She is the head of the research group on Electronic Business at the University of Vienna. Her current research focuses on the field of electronic business.

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Novak, N.M., Mladenow, A. & Strauss, C. Virtual worlds as settings for avatar-based innovation processes. J Serv Sci Res 6, 71–98 (2014). https://doi.org/10.1007/s12927-014-0003-7

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  • DOI: https://doi.org/10.1007/s12927-014-0003-7

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