An Exploration of the Potential of Augmented and Virtual Reality in Strategic Management: Immersive Visualizations of Future Scenarios
type: CreativeWork
description: In environments of rising uncertainty, practitioners in strategic management increasingly turn to digital technologies to augment their limited decision making capabilities. Yet, despite their growing technological maturity and expanding domains of application, augmented reality (AR) and virtual reality (VR) technologies have received little attention within the digitalisation of strategic management. Their potential to augment strategic, long-term decision making processes remains overlooked. This thesis addresses this gap in two parts. The first, theoretical part explores the unique potential of AR/VR to deliver cognitive augmentations. It begins by analysing how digital tools are used in the field of Augmented Cognition (AC) to overcome cognitive limitations, deriving a technology-agnostic framework of cognitive augmentations. It then identifies which of these cognitive augmentations are uniquely enabled – in ways or to degrees that other digital tools cannot achieve – by the main features of AR and VR: immersivity, interactivity, and situated visualization. It proposes that AR/VR are uniquely valuable for (I-II) the immersive consumption of simulated and recorded experiences, (III) gamified interactions, and (IV) in-context data ergonomics, thereby establishing the case for adopting immersive technologies. Finally, it applies the unique augmentation potential of AR/VR to challenges in roadmapping practices, adopted here as a proxy for strategic management more broadly, therefore exemplifying the potential of immersive tools in augmenting strategic decision making. The second part of the thesis focuses on VR. It provides empirical evidence through two studies on its eﬀects on perception and decision making when it is used to visualise future scenarios. The first study, a between-subjects experiment, compared 2D video with a basic VR experience. Results shows that basic VR can enhance perceived scenario qualities when the scenario aligns with participants’ prior b…
abstract: In environments of rising uncertainty, practitioners in strategic management increasingly turn to digital technologies to augment their limited decision making capabilities. Yet, despite their growing technological maturity and expanding domains of application, augmented reality (AR) and virtual reality (VR) technologies have received little attention within the digitalisation of strategic management. Their potential to augment strategic, long-term decision making processes remains overlooked. This thesis addresses this gap in two parts. The first, theoretical part explores the unique potential of AR/VR to deliver cognitive augmentations. It begins by analysing how digital tools are used in the field of Augmented Cognition (AC) to overcome cognitive limitations, deriving a technology-agnostic framework of cognitive augmentations. It then identifies which of these cognitive augmentations are uniquely enabled – in ways or to degrees that other digital tools cannot achieve – by the main features of AR and VR: immersivity, interactivity, and situated visualization. It proposes that AR/VR are uniquely valuable for (I-II) the immersive consumption of simulated and recorded experiences, (III) gamified interactions, and (IV) in-context data ergonomics, thereby establishing the case for adopting immersive technologies. Finally, it applies the unique augmentation potential of AR/VR to challenges in roadmapping practices, adopted here as a proxy for strategic management more broadly, therefore exemplifying the potential of immersive tools in augmenting strategic decision making. The second part of the thesis focuses on VR. It provides empirical evidence through two studies on its eﬀects on perception and decision making when it is used to visualise future scenarios. The first study, a between-subjects experiment, compared 2D video with a basic VR experience. Results shows that basic VR can enhance perceived scenario qualities when the scenario aligns with participants’ prior b…
author: Felicini, Nicola
language: eng
keywords: AR, augmented cognition, augmented reality, cognitive augmentation, decision making, eye tracking, roadmapping, scenarios, strategic management, virtual reality, VR
license: https://www.repository.cam.ac.uk/bitstreams/7f8a8c28-b346-4adf-b83c-98cf8ecf03ba/download
license: https://creativecommons.org/licenses/by-nc/4.0/
date published: 2025-09-30
date modified: 2026-07-24T01:33:00Z
provider: Cambridge University
publisher: Networked Digital Library of Theses and Dissertations
type: WebPage
source organization: University of Cambridge

PropertyValue
property ID: DOI
value: 10.17863/CAM.126594