Nussipova, Gulnar; Nordin, Fredrik; Sörhammar, David - In: Journal of Business & Industrial Marketing 35 (2019) 3, pp. 483-494
Purpose: The purpose of this paper is to contribute a framework that explains how value is formed during the usage of immersive technologies in industrial contexts. Design/methodology/approach: Drawing on activity theory and a customer-dominant logic, the authors tentatively develop an...