Abstract
Extended reality (XR) has the potential to change well-established practices in business-to-business (B2B) sales. We investigate in this paper under which circumstances XR can be used in B2B sales and which factors drive or hamper the adoption. For this purpose, we conduct a qualitative survey and present insights into application scenarios of XR. The results illustrate the influences of customer interest, salesperson characteristics, and organizational facilitators on the adoption and use of XR in B2B sales.
This is a preview of subscription content, log in via an institution to check access.
Access this chapter
Tax calculation will be finalised at checkout
Purchases are for personal use only
References
Rodríguez, R., Svensson, G., Mehl, E.J.: Digitalization process of complex B2B sales processes – enablers and obstacles. Technol. Soc. 62, 101324 (2020)
Legner, C., Eymann, T., Hess, T., Matt, C., Böhmann, T., Drews, P., Mädche, A., Urbach, N., Ahlemann, F.: Digitalization: opportunity and challenge for the business and information systems engineering community. Bus. Inf. Syst. Eng. 59, 301–308 (2017)
Singh, J., Flaherty, K., Sohi, R.S., Deeter-Schmelz, D., Habel, J., Le Meunier-FitzHugh, K., Malshe, A., Mullins, R., Onyemah, V.: Sales profession and professionals in the age of digitization and artificial intelligence technologies: concepts, priorities, and questions. J. Pers. Selling Sales Manag. 39, 2–22 (2019)
Masood, T., Egger, J.: Augmented reality in support of Industry 4.0—implementation challenges and success factors. Robot. Comput.-Integr. Manuf. 58, 181–195 (2019)
Steffen, J.H., Gaskin, J.E., Meservy, T.O., Jenkins, J.L., Wolman, I.: Framework of affordances for virtual reality and augmented reality. J. Manag. Inf. Syst. 36, 683–729 (2019)
de Regt, A., Barnes, S.J., Plangger, K.: The virtual reality value chain. Bus. Horiz. 63, 737–748 (2020)
Farshid, M., Paschen, J., Eriksson, T., Kietzmann, J.: Go boldly!: explore augmented reality (AR), virtual reality (VR), and mixed reality (MR) for business. Bus. Horiz. 61, 657–663 (2018)
Gallardo, C., Rodriguez, S.P., Chango, I.E., Quevedo, W.X., Santana, J., Acosta, A.G., Tapia, J.C., Dndaluz, V.H.: Augmented reality as a new marketing strategy. In: de Paolis, L.T., Bourdot, P. (eds.) Augmented Reality, Virtual Reality, and Computer Graphics. 5th International Conference, AVR 2018, Otranto, Italy, 24–27 June 2018, Proceedings. LNCS Sublibrary. SL 6, Image Processing, Computer Vision, Pattern Recognition, and Graphics, vol. 10851, pp. 351–362. Springer, Cham (2018)
Hariharan, A., Pfaff, N., Manz, F., Raab, F., Felic, A., Kozsir, T.: Enhancing product configuration and sales processes with extended reality. In: Jung, T., tom Dieck, M.C., Rauschnabel, P.A. (eds.) Augmented Reality and Virtual Reality. Changing Realities in a Dynamic World, pp. 37–50. Springer, Cham (2020)
Chuah, S.H.-W.: Why and Who Will Adopt Extended Reality Technology? Literature Review, Synthesis, and Future Research Agenda (working paper). SSRN Electronic Journal (2018)
Berg, L.P., Vance, J.M.: Industry use of virtual reality in product design and manufacturing: a survey. Virtual Reality 21, 1–7 (2017)
Hagl, R., Duane, A.: Exploring how augmented reality and virtual reality technologies impact business model innovation in technology companies in Germany. In: Jung, T., tom Dieck, M.C., Rauschnabel, P.A. (eds.) Augmented Reality and Virtual Reality. Changing Realities in a Dynamic World, pp. 75–84. Springer, Cham (2020)
Bonetti, F., Warnaby, G., Quinn, L.: Augmented reality and virtual reality in physical and online retailing: a review, synthesis and research agenda. In: Jung, T., tom Dieck, M.C. (eds.) Augmented Reality and Virtual Reality. Empowering Human, Place and Business. Progress in IS, pp. 119–132. Springer, Cham (2018)
Gieselmann, C., Gremmer, E.: Wie digitale Innovationen den stationären Kaufprozess revolutionieren - Mögliche Antworten auf den Online-Trend. In: Keuper, F., Schomann, M., Sikora, L.I. (eds.) Homo Connectus. Einblicke in die Post-Solo-Ära des Kunden, pp. 431–452. Springer Gabler, Wiesbaden (2018)
Tredinnick, L.: Virtual realities in the business world. Bus. Inf. Rev. 35, 39–42 (2018)
Mahony, S.O’.: A proposed model for the approach to augmented reality deployment in marketing communications. Procedia – Soc. Behav. Sci. 175, 227–235 (2015)
Mayring, P.: Qualitative Inhaltsanalyse. Grundlagen und Techniken, 12th edn. Beltz Verlag, Weinheim, Basel (2015)
Kuckartz, U.: Qualitative Inhaltsanalyse. Methoden, Praxis, Computerunterstützung, 4th edn. Grundlagentexte Methoden. Beltz Juventa, Weinheim, Basel (2018)
Author information
Authors and Affiliations
Corresponding author
Editor information
Editors and Affiliations
Rights and permissions
Copyright information
© 2021 The Author(s), under exclusive license to Springer Nature Switzerland AG
About this paper
Cite this paper
Fischer, H., Seidenstricker, S., Poeppelbuss, J. (2021). Extended Reality in Business-to-Business Sales: An Exploration of Adoption Factors. In: Ahram, T., Taiar, R., Groff, F. (eds) Human Interaction, Emerging Technologies and Future Applications IV. IHIET-AI 2021. Advances in Intelligent Systems and Computing, vol 1378. Springer, Cham. https://doi.org/10.1007/978-3-030-74009-2_16
Download citation
DOI: https://doi.org/10.1007/978-3-030-74009-2_16
Published:
Publisher Name: Springer, Cham
Print ISBN: 978-3-030-73270-7
Online ISBN: 978-3-030-74009-2
eBook Packages: Intelligent Technologies and RoboticsIntelligent Technologies and Robotics (R0)