Artikel
Rethinking Value Creation in Brick-and-Mortar Retailing
Augmented reality (AR) is coming of age. Yet it remains unclear how AR will provide value to brick-and-mortar customers and firms. Based on 12 expert interviews, this article outlines how AR can facilitate value creation for brick-and-mortar customer journeys. Managers should be aware of such potentials but also anticipate related obstacles.
- Sprache
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Englisch
- Erschienen in
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Journal: Marketing Review St.Gallen ; ISSN: 1865-7516 ; Volume: 39 ; Year: 2022 ; Issue: 6 ; Pages: 56-65
- Klassifikation
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Management
- Ereignis
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Geistige Schöpfung
- (wer)
-
Finken, David
Scheurer, Thomas
- Ereignis
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Veröffentlichung
- (wer)
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Thexis Verlag
- (wo)
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St.Gallen
- (wann)
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2022
- Handle
- Letzte Aktualisierung
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10.03.2025, 11:41 MEZ
Datenpartner
Dieses Objekt wird bereitgestellt von:
ZBW - Deutsche Zentralbibliothek für Wirtschaftswissenschaften - Leibniz-Informationszentrum Wirtschaft. Bei Fragen zum Objekt wenden Sie sich bitte an den Datenpartner.
ZBW - Deutsche Zentralbibliothek für Wirtschaftswissenschaften - Leibniz-Informationszentrum Wirtschaft. Bei Fragen zum Objekt wenden Sie sich bitte an den Datenpartner.
Objekttyp
- Artikel
Beteiligte
- Finken, David
- Scheurer, Thomas
- Thexis Verlag
Entstanden
- 2022
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