Go boldly! : Explore augmented reality (AR), virtual reality (VR), and mixed reality (MR) for business

• It is not surprising that managers find it hard to distinguish similar-sounding, IT-based concepts such as augmented reality and virtual reality. To many, all of these constructs mean nearly the same and, as a result, the terms are often used interchangeably. This confusion holds back those eager to explore the different opportunities these new technologies present. This Executive Digest presents six different types of reality and virtual reality—(1) reality, (2) augmented reality, (3) virtual reality, (4) mixed reality, (5) augmented virtuality, and (6) virtuality—as part of our actual reality/virtual reality continuum. We then illustrate their differences using a common example and outline business applications for each type

Ämnesord

SAMHÄLLSVETENSKAP  -- Ekonomi och näringsliv -- Företagsekonomi (hsv//swe)

SOCIAL SCIENCES  -- Economics and Business -- Business Administration (hsv//eng)

Nyckelord

Augmented reality

Virtual reality

New technologies

Real constructs

Possible constructs

Information shadow

Industrial Marketing

Industriell marknadsföring

Publikations- och innehållstyp

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