Opportunities to use virtual, augmented, and mixed reality (VAM-R) are emerging in various sectors of the economy. To seize them, managers need to develop comprehensive strategies that intertwine digital and physical forms of materiality. This paper proposes a way to assess and steer the transformations of the reality-virtuality continuum across lifecycles of products and services. Our approach identifies use cases for VAM-R according to the (1) strategic imperative, (2) physical materiality, (3) reality-virtuality assessment, (4) digital materiality, (5) information value, and (6) project portfolio. The findings result from three action research cycles in manufacturing and healthcare. For theory, we propose a framework to evaluate the reality-virtuality continuum and guide VAM-R transformations. For practice, we propose and test an artefact accessible to domain experts with different backgrounds, and a sequence of steps to assist managers in their digitalization strategies with VAM-R. Lifecycle approaches offer an alternative perspective to situational transformation, potentially improving the pervasiveness of organizational changes using information technologies.
Barata, João and da Cunha, Paulo Rupino, (2019). "A STRATEGIC VIEW ON INTERTWINING DIGITAL AND PHYSICAL MATERIALITIES ACROSS LIFECYCLES OF PRODUCTS AND SERVICES". In Proceedings of the 27th European Conference on Information Systems (ECIS), Stockholm & Uppsala, Sweden, June 8-14, 2019. ISBN 978-1-7336325-0-8 Research Papers.