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Barriers of Virtual Reality Products: A study of launching a walking simulator into the US B2B market
Linnaeus University, School of Business and Economics, Department of Marketing.
Linnaeus University, School of Business and Economics, Department of Marketing.
Linnaeus University, School of Business and Economics, Department of Marketing.
2018 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Virtual reality is a rapidly growing innovation that has many real-world applications inengineering, healthcare, education and much more. More startups are emerging, and someof these companies are developing virtual reality simulators that allows the user toimmerse themselves completely in the virtual world with the use hardware devices.Companies like Infinadeck and Omnifinity have developed one such hardware known asthe walking simulator. This paper studied virtual reality and the barriers that occur whenlaunching a virtual reality walking simulator in the US for the entertainment industry. Theresearch was conducted on B2B companies that manufacture and use virtual realitywalking simulators with the addition of an industry outside of the entertainment industryto allow for comparison of the barriers. This study was a qualitative and comparativestudy based on a theoretical framework combined with empirical findings gathered fromeleven interviews with individuals from the manufacturers, entertainment center and themilitary. By analyzing and comparing the findings throughout this study, the authors canconclude that there are several barriers that can occur and affect launching a virtual realitywalking simulator process negatively. The barriers identified were price, hesitation to tryand reliability. These findings when analyzed with the theoretical framework identified that the emergence of these barriers was due to VR being such advanced technology. Thecustomers understanding of the value it creates is a determining factor when deciding tomake the purchase which showed to be highly complex with the VR walking simulator.The study also offers suggestions that can be taken for future research.

Place, publisher, year, edition, pages
2018. , p. 77
Keywords [en]
Virtual reality, Innovation, New product launch, Barriers when launching, B2B, U.S. Market
National Category
Business Administration
Identifiers
URN: urn:nbn:se:lnu:diva-76319OAI: oai:DiVA.org:lnu-76319DiVA, id: diva2:1222750
Subject / course
Business Administration - Marketing
Educational program
International Sales and Marketing, 180 credits
Presentation
2018-05-31, Ljungby, 09:30 (English)
Supervisors
Examiners
Available from: 2018-06-26 Created: 2018-06-22 Last updated: 2018-06-26Bibliographically approved

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CiteExportLink to record
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Citation style
  • apa
  • ieee
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Output format
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