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Go boldly! Explore augmented reality (AR), virtual reality (VR), and mixed reality (MR) for business
KTH, School of Industrial Engineering and Management (ITM), Industrial Economics and Management (Dept.), Industrial Marketing and Entrepreneurship.
KTH, School of Industrial Engineering and Management (ITM).
2018 (English)In: Business Horizons, Vol. 61, no 5Article in journal (Refereed) Published
Abstract [en]

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.

Place, publisher, year, edition, pages
Elsevier, 2018. Vol. 61, no 5
Keywords [en]
Augmented reality, Virtual reality, New technologies, Real constructs, Possible constructs, Information shadow
National Category
Business Administration
Identifiers
URN: urn:nbn:se:kth:diva-233351DOI: 10.1016/j.bushor.2018.05.009ISI: 000444659600002Scopus ID: 2-s2.0-85050391055OAI: oai:DiVA.org:kth-233351DiVA, id: diva2:1239278
Note

QC 20180829

Available from: 2018-08-16 Created: 2018-08-16 Last updated: 2018-10-02Bibliographically approved

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Paschen, Jeannette

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