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Sustainable Value Co-Production and Co-Creation in Virtual Reality: An Exploratory Research on Business-to-Business Interactions

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Sustainable Value Co-Production and Co-Creation in Virtual Reality: An Exploratory Research on Business-to-Business Interactions

dc.contributor.author	Royo Vela, Marcelo
dc.contributor.author	Leszczyński, Grzegorz
dc.contributor.author	Velasquez Serrano, Mariell
dc.date.accessioned	2023-03-24T10:08:07Z
dc.date.available	2023-03-25T05:45:05Z
dc.date.issued	2022	es_ES
dc.identifier.citation	Royo-Vela M, Leszczyński G, Velasquez-Serrano M. Sustainable Value Co-Production and Co-Creation in Virtual Reality: An Exploratory Research on Business-to-Business Interactions. Sustainability. 2022; 14(13):7754.	es_ES
dc.identifier.uri	https://hdl.handle.net/10550/85913
dc.description.abstract	The objective of this study is to identify the environment for business interactions in virtual reality in the value co-production and co-creation process and to understand how such an environment enables the sustainable development of co-creational activities. This paper takes the concepts of value co-production and co-creation and presence and the Actors, Resources, and Activities Model as conceptual references for the exploration of interactions in virtual reality. Using ten in-depth interviews with senior managers, this paper takes an exploratory case analysis perspective. Results show how the sense of presence—level of immersion to which a medium that produces seemingly accurate representations of objects, events, and people, can submerge the perceptual system of a user—is the primary technical resource enabling the performance of value co-production and co-creational activities inside VR simulations. Additionally, the VR consultants and the hiring firms become the actors, organizing the value-co-production and co-creation practices; those customers and employees are the actors performing five co-creational activities that can result in valuable outcomes for the VR consultants and the hiring firms. Virtual reality is one of the newest vehicles used for the co-production and co-creation of value, for innovating existing products, for sustainable creation of new marketing offerings, or for managing network relations. This study contributes to existent literature by showing the process and practice of value co-production and value co-creation taking place in virtual reality simulations in B2B settings.	es_ES
dc.language.iso	en	es_ES
dc.publisher	MDPI	es_ES
dc.subject	virtual reality	es_ES
dc.subject	value co-creation	es_ES
dc.subject	value co-production	es_ES
dc.subject	business-to-business	es_ES
dc.subject	business interactions	es_ES
dc.subject	ARA	es_ES
dc.title	Sustainable Value Co-Production and Co-Creation in Virtual Reality: An Exploratory Research on Business-to-Business Interactions	es_ES
dc.type	journal article	es_ES
dc.subject.unesco	UNESCO::CIENCIAS ECONÓMICAS	es_ES
dc.identifier.doi	10.3390/su14137754	es_ES
dc.accrualmethod	S	es_ES
dc.embargo.terms	0 days	es_ES