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

The objective of this study is to identify the environment for business interactions in virtual reality value co-production and co-creation process understand how such an enables sustainable development co-creational activities. This paper takes concepts presence Actors, Resources, Activities Model as conceptual references exploration reality. Using ten in-depth interviews with senior managers, exploratory case analysis perspective. Results show sense presence—level immersion which a medium that produces seemingly accurate representations objects, events, people, can submerge perceptual system user—is primary technical resource enabling performance activities inside VR simulations. Additionally, consultants hiring firms become actors, organizing value-co-production practices; those customers employees are actors performing five result valuable outcomes firms. Virtual one newest vehicles used value, innovating existing products, creation new marketing offerings, or managing network relations. contributes existent literature by showing practice taking place simulations B2B settings.