Metavation - Shaping the future of extended reality

This research project delves into the intricate workings of nascent markets within the vibrant space of extended reality. We look at how firms navigate opportunities and challenges to shape the future of XR.

2024-05-14 14_09_04-Window.pngAre you a company leader currently designing, using, or experimenting with the metaverse/extended reality? We are looking for experts like you! Please take a moment to connect with us by answering just 4 short questions in this form, or by going directly to wooclap.com and entering event code: METAVATION.

The X in XR stands for any form of reality, be it virtual, augmented, or mixed reality (VR, AR, MR). XR-environments are technology-mediated networks of “scalable and potentially interoperable extended reality environments merging the physical and virtual realities to provide experiences characterized by their level of immersiveness, environmental fidelity, and sociability” (Barrera & Shah 2023). These XR environments are sometimes also dubbed the metaverse, spatial computing, or phygital (combination of physical and digital) applications.

Through a comprehensive four-step approach, we investigate the intricate interplay between firm strategies, stakeholder perceptions, and activities in shaping XR markets. We combine qualitative and quantitative techniques, including experiments, interviewing, and archival online data to unravel the sensemaking processes driving innovation within this burgeoning space, decode the keys to success in thriving in XR markets, and shed light on what strategies resonate in which ways with various stakeholder groups.


We seek answers on the most pressing questions of the industry:

  • How to create value for customers and wider stakeholder groups?
  • How to drive XR technology and applications for innovation, customer engagement and brand development?
  • How to capture value through innovative business models and collaborations?

This is a three-year funded research project in which we are collaborating with a Swiss research team of the University of St. Gallen.


Join us in exploring how leaders shape XR worlds and how XR technologies can revolutionize industries worldwide. 

fiona_schweitzer.jpgFiona Schweitzer is Senior Professor of Marketing at Grenoble Ecole de Management. 

Her research focuses on the decision-making processes of strategic actors on innovation notably at the early stages of the new product development process, when developing radically new products, and when navigating through dynamic environments. She has won several best-paper awards and has published her work in academic journals. She is also the co-author of books including “Management of the fuzzy front end of innovation”.

stacey-malek.jpgStacey L. Howard-Malek is Associate Professor of Marketing at Grenoble Ecole de Management. Her research focuses on sales management, innovation, and marketing strategy with a particular interest in talent management. She has won several grants and academic awards from prestigious institutions and publishes her work in prominent academic journals. 

Georgios Bekos.JPGGeorgios S. Bekos is a post-doctoral researcher at Grenoble Ecole de Management. His research focuses on strategic change, dynamic capabilities, strategy formulation and implementation, as well as on business value creation and capture in the metaverses. 

Logo ANR  Swiss National Science Foundation (SNSF)

This research is funded in part by the Agence Nationale de la Recherche (ANR) under project ANR-23- CE26-0014-01 and the Swiss National Science Foundation (SNSF) under project 100019E_218833.


Updated 5/14/2024