Exploring How Augmented Reality and Virtual Reality Technologies Impact Business Model Innovation in Technology Companies in Germany

  • Richard HaglEmail author
  • Aidan Duane
Part of the Progress in IS book series (PROIS)


Newly-emerging, digitally-based technological innovations, such as augmented reality (AR) and virtual reality (VR), are new drivers for business model innovation. This study aims to develop a better understanding of the impact of AR/VR technologies on business model innovation in technology companies. The objective of the study is “to explore the impact of augmented reality and virtual reality technologies on business model innovation in technology companies in Germany”. This paper investigates the body of knowledge regarding contemporary business model innovation and presents a conceptual framework to guide the research. The philosophical underpinnings of the study are discussed, and the chosen research methodology is justified. A holistic multiple-case study design targets German business-to-business technology companies employing AR/VR technologies to innovate their business models. The paper concludes with a discussion of initial learnings garnered from the implementation of a pre-pilot case study test run, and a full pilot case study.


Augmented reality Virtual reality Business models Business model innovation Case studies 


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Copyright information

© Springer Nature Switzerland AG 2020

Authors and Affiliations

  1. 1.The Department of Graduate Business, The School of BusinessWaterford Institute of Technology (WIT)Waterford CityIreland

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