Please use this identifier to cite or link to this item: https://hdl.handle.net/10419/279657 
Year of Publication: 
2022
Citation: 
[Journal:] Marketing Review St.Gallen [ISSN:] 1865-7516 [Volume:] 39 [Issue:] 6 [Year:] 2022 [Pages:] 56-65
Publisher: 
Thexis Verlag, St.Gallen
Abstract: 
Augmented reality (AR) is coming of age. Yet it remains unclear how AR will provide value to brick-and-mortar customers and firms. Based on 12 expert interviews, this article outlines how AR can facilitate value creation for brick-and-mortar customer journeys. Managers should be aware of such potentials but also anticipate related obstacles.
Document Type: 
Article

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