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  • All HBS Web  (180)
    • Faculty Publications  (15)

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    • All HBS Web  (180)
      • Faculty Publications  (15)

      Virtual Reality Remove Virtual Reality →

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      • November 2022
      • Case

      HTC and Virtual Reality (B)

      By: Andy Wu and Matt Higgins
      In 2022, Cher Wang, CEO and Chairwoman of HTC, was focused on the company's pivot to virtual reality and the metaverse. Growing competition in consumer virtual reality from Meta, Sony, and Chinese headset manufacturers had altered the competitive landscape since 2017....  View Details
      Keywords: VR; Virtual Reality; Strategy; Metaverse; Market Entry and Exit; Competition; Technology Industry; Taiwan; China; United States
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      Wu, Andy, and Matt Higgins. "HTC and Virtual Reality (B)." Harvard Business School Case 723-403, November 2022.
      • November 2022
      • Teaching Note

      Proximie: Using XR Technology to Create Borderless Operating Rooms

      By: Ariel D. Stern, Alpana Thapar and Menna Hassan
      Founded by Nadine Hachach-Haram in 2016, Proximie was a digital medicine platform that used mixed reality and a host of digital audio and visual tools to enable clinicians, proctors, and medical device company personnel to be virtually present in operating rooms (ORs),...  View Details
      Keywords: Technological Innovation; Business Growth and Maturation; Growth and Development Strategy; Corporate Social Responsibility and Impact; Decision Making; Health Industry; Medical Devices and Supplies Industry
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      Stern, Ariel D., Alpana Thapar, and Menna Hassan. "Proximie: Using XR Technology to Create Borderless Operating Rooms." Harvard Business School Teaching Note 623-034, November 2022.
      • March 2022 (Revised July 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...  View Details
      Keywords: Brand Management; 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; Social Media; Applications and Software; Digital Platforms; Advertising Industry; United States
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      Avery, Jill. "Camera IQ and the Metaverse: Building Augmented Reality Brand Experiences." Harvard Business School Teaching Note 522-065, March 2022. (Revised July 2022.)
      • March 2022 (Revised August 2022)
      • Case

      Proximie: Using XR Technology to Create Borderless Operating Rooms

      By: Ariel D. Stern and Alpana Thapar
      In mid-January 2022, Nadine Hachach-Haram, founder and CEO of Proximie, was thinking about the company’s growth plans. Launched in 2016, Proximie was a platform that enabled clinicians, proctors, and medical device company personnel to be virtually present in operating...  View Details
      Keywords: Growth and Development Strategy; Technological Innovation; Partners and Partnerships; Strategic Planning; Health Care and Treatment; Analytics and Data Science; Digital Platforms; Health Industry; Lebanon; United Kingdom; United States
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      Stern, Ariel D., and Alpana Thapar. "Proximie: Using XR Technology to Create Borderless Operating Rooms." Harvard Business School Case 622-082, March 2022. (Revised August 2022.)
      • 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; Virtual Reality; Augmented Reality; B2B; 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; Social Media; E-commerce; Applications and Software; Digital Platforms; Advertising Industry; United States
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      Avery, Jill, and Rayan Nahas. "Camera IQ and the Metaverse: Building Augmented Reality Brand Experiences." Harvard Business School Case 522-002, August 2021. (Revised March 2022.)
      • Winter 2021
      • Editorial

      Introduction

      By: Michael A. Wheeler
      This issue of Negotiation Journal is dedicated to the theme of artificial intelligence, technology, and negotiation. It arose from a Program on Negotiation (PON) working conference on that important topic held virtually on May 17–18. The conference was not the...  View Details
      Keywords: Artificial Intelligence; Information Technology; Negotiation; AI and Machine Learning
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      Wheeler, Michael A. "Introduction." Special Issue on Artificial Intelligence, Technology, and Negotiation. Negotiation Journal 37, no. 1 (Winter 2021): 5–12.
      • 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...  View Details
      Keywords: Virtual Reality; Augmented Reality; Enterprise Computing; Organizations; Information Technology; Markets; Opportunities; Strategy
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      Yoffie, David B., Kaushal Jain, Amy Villasenor, Vicky Xu, and Annie Yang. "Extended Reality Extends into Enterprise?" Harvard Business School Case 720-472, June 2020.
      • 2019
      • Working Paper

      How Rupert Murdoch Outfoxed Larry Tisch: Ten Enduring Lessons from the Negotiations that Wrested the NFL from CBS

      By: James K. Sebenius
      A remarkable 1993 negotiation rocked the world of American football with aftershocks that have directly shaped today’s entertainment and media landscapes and even our polarized politics. In December of that year, Rupert Murdoch’s fledgling Fox Network unexpectedly...  View Details
      Keywords: Bargaining; Football; Negotiation; Sports; Media; Negotiation Tactics
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      Sebenius, James K. "How Rupert Murdoch Outfoxed Larry Tisch: Ten Enduring Lessons from the Negotiations that Wrested the NFL from CBS." Harvard Business School Working Paper, No. 19-098, March 2019.
      • February 2019
      • Case

      Halliday's OASIS

      By: Scott Duke Kominers and Nicole Tempest Keller
      Wade Watts has won control of the OASIS – a futuristic, immersive virtual reality game world. He must decide on rules, rights, and marketplace design, balancing the founding principles of the OASIS with the platform’s potentially negative externalities.  View Details
      Keywords: Managing Markets; Corporate Responsibility; Virtual Reality; Digital Platforms; Management; Corporate Social Responsibility and Impact; Social Media; United States
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      Kominers, Scott Duke, and Nicole Tempest Keller. "Halliday's OASIS." Harvard Business School Case 819-106, February 2019.
      • June 2018
      • Teaching Note

      HTC and Virtual Reality

      By: Andy Wu
      Teaching Note for HBS No. 718-421.  View Details
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      Wu, Andy. "HTC and Virtual Reality." Harvard Business School Teaching Note 718-520, June 2018.
      • March 2018 (Revised January 2020)
      • Supplement

      STRIVR (B): Moving into the Enterprise

      By: Rajiv Lal and Scott Johnson
      STRIVR, a company focused on virtual reality training, has decided to shift focus from sports to enterprise customers. The change in strategy requires the CEO to solve a number of issues. The company initally offered training for hard skills, but clients have been...  View Details
      Keywords: Strivr; Virtual Reality; Soft Skills; Hard Skills; VR; Applications and Software; Market Entry and Exit; Business Strategy; Training; Sports; Technology Industry; Education Industry; United States
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      Lal, Rajiv, and Scott Johnson. "STRIVR (B): Moving into the Enterprise." Harvard Business School Supplement 518-091, March 2018. (Revised January 2020.)
      • January 2018 (Revised January 2020)
      • Case

      STRIVR: Changing the Game in Virtual Reality

      By: Rajiv Lal, Matt Denison, Robert Higgins and Scott Johnson
      The CEO of a growing virtual reality company that trains athletes must decide whether or not to stay in sports or expand into other areas.  View Details
      Keywords: Virtual Reality; Strivr; Internet Of Things; Football; Retail; Training; Startup; Start-up; Start-up Growth; "Sports Organizations,; Experiential Marketing; Business Startups; Technological Innovation; Sports; Information Infrastructure; Applications and Software; Digital Platforms; Technology Adoption; Sports Industry; Technology Industry; Retail Industry; United States
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      Lal, Rajiv, Matt Denison, Robert Higgins, and Scott Johnson. "STRIVR: Changing the Game in Virtual Reality." Harvard Business School Case 518-048, January 2018. (Revised January 2020.)
      • October 2017 (Revised August 2018)
      • Case

      HTC and Virtual Reality

      By: David B. Yoffie, Andy Wu and Allison M. Ciechanover
      In fall 2017, HTC CEO and Chairperson Cher Wang was driving the company to focus on virtual reality (VR). HTC's first VR product, VIVE, released in spring 2016, was applauded for its superior immersive room-scale capabilities. However, early adoption of VR beyond...  View Details
      Keywords: Virtual Reality; Strategy; Competition; Information Technology; Innovation and Management; Consumer Behavior; Customer Relationship Management; Technology Industry
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      Yoffie, David B., Andy Wu, and Allison M. Ciechanover. "HTC and Virtual Reality." Harvard Business School Case 718-421, October 2017. (Revised August 2018.)
      • September 2017 (Revised July 2018)
      • Technical Note

      Virtual Reality and the Gaming Sector 2017

      By: David B. Yoffie, Natalia Prieto Nino, Prasad Raman, Brad Kowalk and Ruby Tamberino
      This brief note explores the emerging possibilities of virtual reality and its potential as a gaming platform.  View Details
      Keywords: Virtual Reality; Gaming; Strategy; Technological Innovation; Games, Gaming, and Gambling; Technology Platform
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      Yoffie, David B., Natalia Prieto Nino, Prasad Raman, Brad Kowalk, and Ruby Tamberino. "Virtual Reality and the Gaming Sector 2017." Harvard Business School Technical Note 718-405, September 2017. (Revised July 2018.)
      • 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.  View Details
      Keywords: Virtual Reality; Augmented Reality; Oculus; Google; HTC; Magic Leap; Microsoft; Samsung; Software; Niantic; Digital Platforms; Technology Adoption; Applications and Software; Technology Industry
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      Zhu, Feng, Sarah Mehta, and David Lane. "Making Virtual Reality Real." Harvard Business School Background Note 617-013, January 2017.
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