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Navigating uncharted waters: Designing business models for virtual and augmented reality companies in the medical industry
Abo Akad Univ, Fac Sci & Engn, Turku, Finland..ORCID iD: 0000-0003-4521-4742
Royal Inst Technol, Div Real Estate & Financial Syst, Stockholm, Sweden..ORCID iD: 0000-0001-8205-5918
Abo Akad Univ, Fac Sci & Engn, Turku, Finland.;Univ Agder, Sch Business & Law, Kristiansand, Norway..
Abo Akad Univ, Fac Sci & Engn, Turku, Finland..
2021 (English)In: Journal of engineering and technology management, ISSN 0923-4748, E-ISSN 1879-1719, Vol. 59, article id 101614Article in journal (Refereed) Published
Abstract [en]

New technologies are at the heart of industry transformation. Virtual and augmented reality companies provide fundamentally new ways of communication, treatment, education, and specialist training within the medical industry. However, business models for new ventures that target the medical industry have received scant attention within academic research. Using a multiple case study approach, we analyze how virtual and augmented reality firms create value for their customers in the medical industry. In all, we have studied eight companies that offer different types of solutions for their target segments. The results of the analysis are four design elements consisting of twelve positions and three design themes that define the similarities and differences between the business models for the companies. We contribute to existing research within the field by analyzing business models of the investigated companies using a design approach, classifying the virtual and augmented reality companies, and analyzing the role of new technology in the development of the medical industry.

Place, publisher, year, edition, pages
ELSEVIER , 2021. Vol. 59, article id 101614
Keywords [en]
Business model, Virtual reality, Augmented reality, Design approach, Medical industry
National Category
Economics and Business
Identifiers
URN: urn:nbn:se:mdh:diva-60624DOI: 10.1016/j.jengtecman.2021.101614ISI: 000633443300002Scopus ID: 2-s2.0-85100651602OAI: oai:DiVA.org:mdh-60624DiVA, id: diva2:1711348
Available from: 2022-11-16 Created: 2022-11-16 Last updated: 2023-11-14Bibliographically approved

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Kulkov, Ignat

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