Adopting virtual reality in consulting

: an empirical study on drivers, barriers, challenges, and competitive advantage of VR adoption in consulting

Abstract

The growing importance of VR in the consulting industry raises questions about its effective adoption. This study examines key drivers, barriers, challenges, application areas, and how VR contributes to competitive advantage in consulting. A qualitative approach was used, with 15 interviews from consultants in Germany, Switzerland, and Austria. The results show that cost reduction, innovation, rising demand, and global working ability are the main drivers for adopting VR in consulting. However, significant barriers such as high initial costs, privacy concerns, and resistance to change were identified. Despite these challenges, the current research findings suggest the strategic benefits of VR 4 including enhanced client engagement, improved remote working, and competitive differentiation 4 make it a worthwhile investment. The current study emphasizes the importance of performance expectation, price, and social influence in VR adoption. To facilitate VR adoption, consultancies should invest in training, implement strong data protection measures, and engage clients by showcasing successful VR use cases. This work suggests that consultancies must actively integrate VR into their strategic initiatives and services to fully realize its benefits and strengthen their competitive position in a rapidly evolving digital environment.

Date of Award	3 Jul 2024
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Filipa de Almeida (Supervisor)