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Full-Text Articles in Technology and Innovation
Collaboration Scope And Product Innovation In B2b Markets: Are There Too Many Cooks Or Is It The Customer Who Spoils The Broth?, Erik Mooi, Ernst C. Osinga, Carlos D. Santos
Collaboration Scope And Product Innovation In B2b Markets: Are There Too Many Cooks Or Is It The Customer Who Spoils The Broth?, Erik Mooi, Ernst C. Osinga, Carlos D. Santos
Research Collection Lee Kong Chian School Of Business
Purpose: Product innovations are often the result of combinations of internal and external knowledge. A significant amount of Open Innovation literature has argued that working with external partners can be beneficial, in particular when this is complemented by internal R&D yet a wholesale shift to Open Innovation has not occurred. Our work demonstrates two new limits of openness, grounded in attention-based theory, that help explain why such a shift has not occurred. We argue that specific combinations of identities a firm collaborates with, i.e., whether a partner is classified as a customer, supplier, competitor, or university and/or technological center predictably …
How Augmented Reality Can - And Can't - Help Your Brand, Chandukala, Sandeep R., Karempudi Srinivas Reddy, Yong-Chin Tan
How Augmented Reality Can - And Can't - Help Your Brand, Chandukala, Sandeep R., Karempudi Srinivas Reddy, Yong-Chin Tan
Research Collection Lee Kong Chian School Of Business
Customers want AR. But managers must have a proper understanding of how AR can help their brand before they invest in the technology. AR helps in entertaining and educating customers while also aiding them in evaluating products. AR can also promote online channel adoption while also encouraging category expansion. AR also benefits products that are less popular, less mainstream, and more expensive. But AR can also be expensive, time-consuming, and difficult to implement. Despite consumer demand, retailers must understand the costs and challenges associated with AR adoption before embarking on significant projects.
Augmented Reality In Retail And Its Impact On Sales, Yong Chin Tan, Sandeep R. Chandukala, Srinivas K. Reddy
Augmented Reality In Retail And Its Impact On Sales, Yong Chin Tan, Sandeep R. Chandukala, Srinivas K. Reddy
Research Collection Lee Kong Chian School Of Business
The rise of Augmented Reality (AR) technology presents marketers with promising opportunities to engage customers and transform their brand experience. While firms are keen to invest in AR, research documenting its tangible impact in real-world contexts is sparse. In this article, the authors outline four broad uses of the technology in retail settings. Next, they focus specifically on the use of AR to facilitate product evaluation prior to purchase, and empirically investigate its impact on sales in online retail. Using data obtained from an international cosmetics retailer, they find that AR usage on the retailer’s mobile app is associated with …