Architects of Innovation
Reepu Reepu, Sanjay Taneja, Neha Bansal · Advances in business strategy and competitive advantage book series · 2024
This research explores the dynamic landscape where entrepreneurs act as architects of innovation by embracing augmented reality (AR) technologies. The introduction sets the stage by delineating the transformative potential of AR in diverse industries. A comprehensive literature review surveys the existing research on entrepreneurial adoption of AR, emphasizing the strategic role played by entrepreneurs in introducing novel applications. Realistic examples highlight how entrepreneurs are actively integrating AR across retail, manufacturing, healthcare, and education. The challenges faced by entrepreneurs in this endeavor are examined, including technological complexity, user adoption, regulatory considerations, and market uncertainties. A case study on StyleScape illustrates an entrepreneurial initiative in the retail sector, showcasing the successful integration of AR to enhance the online shopping experience.