High fashion in virtual reality : is there competitive advantage from early entry into the metaverse?
Autor(a) principal: | |
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Data de Publicação: | 2022 |
Tipo de documento: | Dissertação |
Idioma: | eng |
Título da fonte: | Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
Texto Completo: | http://hdl.handle.net/10400.14/40743 |
Resumo: | Interest in the Metaverse has risen sharply in recent years, and fashion companies have taken heed, becoming among the first entities to embrace the phenomenon. This thesis aims to analyze the drivers for fashion companies entering the Metaverse and the potential advantages of early entry. A review of the literature addressing entry motivation, entry strategies, and first-mover advantage, along with material about the Metaverse, was conducted to gain secondary data. Furthermore, primary data was collected through interviewing experts and conducting a survey. Finally, secondary data and the two sources of primary data were triangulated, and scenarios, which lead to different advantages for early movers, were created. The study revealed that the learning experience on Metaverse platforms is the key driver and main advantage for companies entering in the market's early phase. Additional significant advantages are brand benefits, the chance to gain new customers, the possibility to create immersive customer experiences, and an expectation that the Metaverse will gain traction. Additionally, from the customer perspective, willingness to purchase digital fashion is low. Still, the Metaverse is considered innovative, and involvement in it increases perceived firm innovativeness. For developing future scenarios, customer-adoption behavior and technological development of the Metaverse were the main criteria found to determine the future and competitive advantage of early entry. |
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High fashion in virtual reality : is there competitive advantage from early entry into the metaverse?MetaverseNFTMarket entryEntry strategiesEntry motivationFist-mover advantageDigital fashionMetaversoEntrada no mercadoEstratégias de entradaMotivação de entradaVantagem de pioneiroModa digitalDomínio/Área Científica::Ciências Sociais::Economia e GestãoInterest in the Metaverse has risen sharply in recent years, and fashion companies have taken heed, becoming among the first entities to embrace the phenomenon. This thesis aims to analyze the drivers for fashion companies entering the Metaverse and the potential advantages of early entry. A review of the literature addressing entry motivation, entry strategies, and first-mover advantage, along with material about the Metaverse, was conducted to gain secondary data. Furthermore, primary data was collected through interviewing experts and conducting a survey. Finally, secondary data and the two sources of primary data were triangulated, and scenarios, which lead to different advantages for early movers, were created. The study revealed that the learning experience on Metaverse platforms is the key driver and main advantage for companies entering in the market's early phase. Additional significant advantages are brand benefits, the chance to gain new customers, the possibility to create immersive customer experiences, and an expectation that the Metaverse will gain traction. Additionally, from the customer perspective, willingness to purchase digital fashion is low. Still, the Metaverse is considered innovative, and involvement in it increases perceived firm innovativeness. For developing future scenarios, customer-adoption behavior and technological development of the Metaverse were the main criteria found to determine the future and competitive advantage of early entry.O interesse pelo Metaverso tem aumentado significativamente nos últimos anos e as empresas de moda notaram, tornando-se uma das primeiras entidades a abraçar o fenómeno. Esta tese tem como objetivo analisar os fatores impulsionadores das empresas de moda que entram no Metaverso e as potenciais vantagens de uma entrada precoce. A fim de obter dados secundários, foi realizada uma análise da literatura sobre impulsionadores para a entrada, estratégias de entrada, vantagem dos pioneiros e material sobre o Metaverso. Além disto, dados primários foram recolhidos através de entrevistas a especialistas e da realização de um inquérito. Finalmente, os dados secundários e as duas fontes de dados primários foram triangulados e foram criados cenários que conduzem a diferentes vantagens para os pioneiros de entrada. O estudo revelou que a experiência de aprendizagem em plataformas do Metaverso é o principal motor e vantagem para as empresas que entram na fase inicial do mercado. Outras vantagens relevantes são os benefícios de marca, a possibilidade de ganhar novos clientes, a possibilidade de criar experiências imersivas para o cliente e a expectativa de que o Metaverso ganhará tração. Por outro lado, da perspetiva do consumidor, a vontade de comprar moda digital é baixa. Ainda assim, o Metaverso é considerado inovador e o envolvimento nele aumenta a perceção de uma firma como inovadora. Para o desenvolvimento de cenários futuros, o comportamento de adoção de clientes e o desenvolvimento tecnológico do Metaverso foram os principais critérios encontrados para determinar o futuro e a vantagem competitiva da entrada precoce.Rajsingh, PeterVeritati - Repositório Institucional da Universidade Católica PortuguesaLembacher, Sebastian2023-05-31T00:30:27Z2022-06-302022-052022-06-30T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10400.14/40743TID:203132734enginfo:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2023-07-12T17:46:17Zoai:repositorio.ucp.pt:10400.14/40743Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-19T18:33:26.419378Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse |
dc.title.none.fl_str_mv |
High fashion in virtual reality : is there competitive advantage from early entry into the metaverse? |
title |
High fashion in virtual reality : is there competitive advantage from early entry into the metaverse? |
spellingShingle |
High fashion in virtual reality : is there competitive advantage from early entry into the metaverse? Lembacher, Sebastian Metaverse NFT Market entry Entry strategies Entry motivation Fist-mover advantage Digital fashion Metaverso Entrada no mercado Estratégias de entrada Motivação de entrada Vantagem de pioneiro Moda digital Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
title_short |
High fashion in virtual reality : is there competitive advantage from early entry into the metaverse? |
title_full |
High fashion in virtual reality : is there competitive advantage from early entry into the metaverse? |
title_fullStr |
High fashion in virtual reality : is there competitive advantage from early entry into the metaverse? |
title_full_unstemmed |
High fashion in virtual reality : is there competitive advantage from early entry into the metaverse? |
title_sort |
High fashion in virtual reality : is there competitive advantage from early entry into the metaverse? |
author |
Lembacher, Sebastian |
author_facet |
Lembacher, Sebastian |
author_role |
author |
dc.contributor.none.fl_str_mv |
Rajsingh, Peter Veritati - Repositório Institucional da Universidade Católica Portuguesa |
dc.contributor.author.fl_str_mv |
Lembacher, Sebastian |
dc.subject.por.fl_str_mv |
Metaverse NFT Market entry Entry strategies Entry motivation Fist-mover advantage Digital fashion Metaverso Entrada no mercado Estratégias de entrada Motivação de entrada Vantagem de pioneiro Moda digital Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
topic |
Metaverse NFT Market entry Entry strategies Entry motivation Fist-mover advantage Digital fashion Metaverso Entrada no mercado Estratégias de entrada Motivação de entrada Vantagem de pioneiro Moda digital Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
description |
Interest in the Metaverse has risen sharply in recent years, and fashion companies have taken heed, becoming among the first entities to embrace the phenomenon. This thesis aims to analyze the drivers for fashion companies entering the Metaverse and the potential advantages of early entry. A review of the literature addressing entry motivation, entry strategies, and first-mover advantage, along with material about the Metaverse, was conducted to gain secondary data. Furthermore, primary data was collected through interviewing experts and conducting a survey. Finally, secondary data and the two sources of primary data were triangulated, and scenarios, which lead to different advantages for early movers, were created. The study revealed that the learning experience on Metaverse platforms is the key driver and main advantage for companies entering in the market's early phase. Additional significant advantages are brand benefits, the chance to gain new customers, the possibility to create immersive customer experiences, and an expectation that the Metaverse will gain traction. Additionally, from the customer perspective, willingness to purchase digital fashion is low. Still, the Metaverse is considered innovative, and involvement in it increases perceived firm innovativeness. For developing future scenarios, customer-adoption behavior and technological development of the Metaverse were the main criteria found to determine the future and competitive advantage of early entry. |
publishDate |
2022 |
dc.date.none.fl_str_mv |
2022-06-30 2022-05 2022-06-30T00:00:00Z 2023-05-31T00:30:27Z |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/masterThesis |
format |
masterThesis |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
http://hdl.handle.net/10400.14/40743 TID:203132734 |
url |
http://hdl.handle.net/10400.14/40743 |
identifier_str_mv |
TID:203132734 |
dc.language.iso.fl_str_mv |
eng |
language |
eng |
dc.rights.driver.fl_str_mv |
info:eu-repo/semantics/openAccess |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf |
dc.source.none.fl_str_mv |
reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação instacron:RCAAP |
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Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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RCAAP |
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RCAAP |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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