Publications
Publications
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- Faculty Publications (7)
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- March 2022
- Teaching Note
Camera IQ and the Metaverse: Building Augmented Reality Brand Experiences
By: Jill Avery
Camera IQ, a camera marketing software company that empowered brands to create and launch augmented reality experiences (AREs) across social platforms, had just raised an additional $5 million to fund further product development and expand its marketing and sales...
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Keywords:
Brand Management;
Social Media;
Virtual Reality;
Augmented Reality;
B2B;
E-commerce;
Technology Platform;
Marketing;
Marketing Communications;
Marketing Strategy;
Brands and Branding;
Digital Marketing;
Internet and the Web;
Growth Management;
Customer Relationship Management;
Customer Value and Value Chain;
Advertising Industry;
United States
- August 2021 (Revised March 2022)
- Case
Camera IQ and the Metaverse: Building Augmented Reality Brand Experiences
By: Jill Avery and Rayan Nahas
Camera IQ, a camera marketing software company that empowered brands to create and launch augmented reality experiences (AREs) across social platforms, had just raised an additional $5 million to fund further product development and expand its marketing and sales...
View Details
Keywords:
Brand Management;
Social Media;
Virtual Reality;
Augmented Reality;
B2B;
E-commerce;
Technology Platform;
Marketing;
Marketing Communications;
Marketing Strategy;
Brands and Branding;
Digital Marketing;
Internet and the Web;
Growth Management;
Customer Relationship Management;
Customer Value and Value Chain;
Advertising Industry;
United States
- September 2020
- Case
Apple Bets on Augmented Reality
By: Rory McDonald, David Lane and Mel Martin
In 2020, augmented reality (AR) was still a nascent technology with blockbuster potential, one which Apple was actively developing as its iPhone franchise waned. But the emergence of AR was uneven, including the disappointing Google Glass and the unexpected viral...
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- June 2020
- Case
Extended Reality Extends into Enterprise?
By: David B. Yoffie, Kaushal Jain, Amy Villasenor, Vicky Xu and Annie Yang
While the growth of virtual reality started in gaming, the industry was increasingly focused on enterprise applications in 2020. This note explores the market opportunities and challenges for virtual reality and augmented reality in the enterprise, while diving into a...
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- Article
Why Every Organization Needs an Augmented Reality Strategy
By: Michael E. Porter and James E. Heppelmann
While the physical world is three-dimensional, most data is trapped on two-dimensional pages and screens. This gulf between the real and digital worlds prevents us from fully exploiting the volumes of information now available to us. Augmented reality (AR), a set of...
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- September 2017 (Revised June 2019)
- Case
Dianrong: Marketplace Lending, Blockchain, and 'The New Finance' in China
By: Christopher J. Malloy, Lauren H. Cohen and Anthony K. Woo
This case examines the strategic positioning of Dianrong, one of the largest online peer-to-peer (P2P) lending platforms in China, in its attempt to become a foundational player in the expansion of the FinTech sector in Asia. Dianrong had recently announced the...
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- January 2017
- Background Note
Making Virtual Reality Real
By: Feng Zhu, Sarah Mehta and David Lane
This note describes virtual reality and augmented reality technologies and describes the main consumer products on offer in 2016 as well as their manufacturers. It also surveys existing applications of virtual and augment reality technologies.
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