Business Models and Customer Experience in Metaverse
Antipin, Nina (2024)
2024
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2024091225065
https://urn.fi/URN:NBN:fi:amk-2024091225065
Tiivistelmä
The emergence of the Metaverse as a digital frontier is poised to revolutionize business models, customer experiences, and organizational operations, management and leadership across industries. As companies explore the potential of this immersive virtual environment, strategic frameworks are essential to guide successful adoption, implementation and integration.
This thesis seeks to formulate a Metaverse strategy roadmap that offers organization´s board and management a systematic approach to harnessing the Metaverse for achieving competitive advantage. The study explores the critical stages of strategy formulation and execution, linking them to established theoretical frameworks and offering actionable insights based on qualitative research.
The study is grounded in several key strategic management theories, including Ten Layers Framework for Metaverse, Three strategic paths for companies for creating Metaverse strategy, Components of Business Model Affinity diagram, Metaverse Identity Layers and Consumer impact of Metaverse Components and Amplification of Customer Journey Touchpoints. These theories provide a foundation for understanding how organizations can align their internal resources and capabilities with external opportunities in the Metaverse, manage technological transformation, and sustain competitive advantage through continuous innovation and adapting the model of a learning organization.
The research employs a qualitative approach, drawing on insights from expert interviews, and focus group.These data sources inform the development of the Metaverse strategy roadmap, with a focus on practical application and theoretical insights. The study identifies five critical stages in the Metaverse strategy roadmap: exploration and assessment, strategy development, pilot and implementation, scale and integration, and continuous evaluation and innovation. Each stage is linked to specific strategic considerations and theoretical insights, providing a structured pathway for organizations to follow.
The findings suggest that successful engagement with the Metaverse requires a nuanced understanding of both technological capabilities and strategic alignment. Companies must invest in the continuous evaluation and refinement of their Metaverse strategies to remain competitive. The study concludes that the Metaverse offers significant opportunities for innovation and value creation, but these can only be realized through careful planning, execution, and ongoing adaptation.
This thesis seeks to formulate a Metaverse strategy roadmap that offers organization´s board and management a systematic approach to harnessing the Metaverse for achieving competitive advantage. The study explores the critical stages of strategy formulation and execution, linking them to established theoretical frameworks and offering actionable insights based on qualitative research.
The study is grounded in several key strategic management theories, including Ten Layers Framework for Metaverse, Three strategic paths for companies for creating Metaverse strategy, Components of Business Model Affinity diagram, Metaverse Identity Layers and Consumer impact of Metaverse Components and Amplification of Customer Journey Touchpoints. These theories provide a foundation for understanding how organizations can align their internal resources and capabilities with external opportunities in the Metaverse, manage technological transformation, and sustain competitive advantage through continuous innovation and adapting the model of a learning organization.
The research employs a qualitative approach, drawing on insights from expert interviews, and focus group.These data sources inform the development of the Metaverse strategy roadmap, with a focus on practical application and theoretical insights. The study identifies five critical stages in the Metaverse strategy roadmap: exploration and assessment, strategy development, pilot and implementation, scale and integration, and continuous evaluation and innovation. Each stage is linked to specific strategic considerations and theoretical insights, providing a structured pathway for organizations to follow.
The findings suggest that successful engagement with the Metaverse requires a nuanced understanding of both technological capabilities and strategic alignment. Companies must invest in the continuous evaluation and refinement of their Metaverse strategies to remain competitive. The study concludes that the Metaverse offers significant opportunities for innovation and value creation, but these can only be realized through careful planning, execution, and ongoing adaptation.