Аннотация
Эпоха метавселенных ставит перед бизнесом новые вызовы. В статье анализируются эффекты от их возникновения и влияние на потребности компаний. Рассмотрен формирующийся академический дискурс о метавселенных и обобщены результаты полуструктурированных интервью с корпоративными экспертами. Выявлены аспекты метавселенной, способные влиять на корпоративных субъектов, включая стратегические, технологические, кадровые, правовые и этические аспекты. Подчеркивается, что в эпоху метавселенных организациям необходима гибкость, позволяющая быстро адаптироваться к непредсказуемому развитию событий. Чтобы воспользоваться бизнес-возможностями, предоставляемыми метавселенной, компаниям потребуется разработать новые стратегии маркетинга, электронной коммерции и управления человеческими ресурсами. Правовые и этические аспекты метавселенной также важны для политиков, поскольку влияют на бизнес и общество в целом. Настоящее исследование прокладывает дорогу для дальнейшего изучения метавселенной как новой парадигмы бизнеса.
Литература
Anderson J., Rainie L. (2022) The Metaverse in 2040, Washington, D.C.: Pew Research Centre.
Arksey H., Knight P.T. (1999) Interviewing for social scientists: An introductory resource with examples, Thousand Oaks, CA: Sage.
Baig A., Hall B., Jenkins P., Lamarre E., McCarthy B. (2020) The COVID-19 recovery will be digital: A plan for the first 90 days, Chicago: McKinsey & Company.
Bale A.S., Ghorpade N., Hashim M.F., Vaishnav J., Almaspoor Z. (2022) A Comprehensive Study on Metaverse and Its Impacts on Humans. Advances in Human-Computer Interaction, 2022, 3247060. DOI: https://doi.org/10.1155/2022/3247060
Belk R., Humayun M., Brouard M. (2022) Money, possessions, and ownership in the Metaverse: NFTs, cryptocurrencies, Web3 and Wild Markets. Journal of Business Research, 153, 198-205. DOI: https://doi.org/10.1016/j.jbusres.2022.08.031
Bourlakis M., Papagiannidis S., Li F. (2009) Retail spatial evolution: Paving the way from traditional to metaverse retailing. Electronic Commerce Research, 9(1), 135-148. DOI: https://doi.org/10.1007/s10660-009-9030-8
Braun V., Clarke V. (2006) Using thematic analysis in psychology. Qualitative Research in Psychology, 3(2), 77-101. DOI: https://doi.org/10.1191/1478088706qp063oa
Castronova E. (2005) Real products in imaginary worlds. Harvard Business Review, May, 20-22. https://hbr.org/2005/05/real-products-in-imaginary-worlds, дата обращения 16.03.2023.
Chaudhri S., Roomi U., Antony A. (2022) Future of Indian IP Rights in the Metaverse. Asia Business Law Journal, 04.03.2022. https://law.asia/future-india-ip-rights-metaverse/, дата обращения 12.03.2023.
Cheong B.C. (2022) Avatars in the metaverse: Potential legal issues and remedies. International Cybersecurity Law Review, 3, 467-494. DOI: https://doi.org/10.1365/s43439-022-00056-9
Close K., Grebe M., Andersen P., Khurana V., Franke M., Kalthof R. (2020) The digital path to business resilience, Boston, MA: Boston Consulting Group.
Davis A., Murphy J., Owens D., Khazanchi D., Zigurs I. (2009) Avatars, people, and virtual worlds: Foundations for research in metaverses. Journal of the Association for Information Systems, 10(2), 90-117. DOI: https://doi.org/10.17705/1jais.00183
Duwe D., Busch M., Weissenberger-Eibl M.A. (2022) Enabling the Metaverse. Whitepaper on international user preferences, business models and innovation processes in the Metaverse, Karlsruhe: Fraunhofer ISI. https://www.isi.fraunhofer.de/content/dam/isi/dokumente/jih/Metaverse_Whitepaper_english.pdf, дата обращения 16.03.2023.
Dwivedi Y.K., Hughes L., Baabdullah A.M., Samuel Ribeiro-Navarrete S., Giannakis M., Al-Debei M.M., Dennehy D., Metri B., Buhalis D., Cheung C., Conboy K., Doyle R.(2022) Metaverse beyond the hype: Multidisciplinary perspectives on emerging challenges, opportunities, and agenda for research, practice and policy. International Journal of Information Management, 66, 102542. DOI: https://doi.org/10.1016/j.ijinfomgt.2022.102542
Elgazzar Y., El-Shahawy R., Senousy Y. (2022) The Role of Digital Transformation in Enhancing Business Resilience with Pandemic of COVID-19. Paper presented at the 2nd World Conference on Internet of Things: Applications and Future, ITAF 2020.
Fereday J., Muir-Cochrane E. (2006) Demonstrating rigor using thematic analysis: A hybrid approach of inductive and deductive coding and theme development. International Journal of Qualitative Methods, 5(1), 80-92. DOI: https://doi.org/10.1177/160940690600500107
Ferreira L.S., Infante-Moro J.C., Infante-Moro A., Gallardo-Pérez J. (2020) Continuous Training in Digital Skills, saving gaps between the needs and the training offer in the field of non-formal education for European Active Citizenship. Paper presented at the 2020 X IEEE International Conference on Virtual Campus (JICV), 3-5 December 2020.
Gadalla E., Keeling K., Abosag I. (2013) Metaverse-retail service quality: A future framework for retail service quality in the 3D internet. Journal of Marketing Management, 29(13-14), 1493-1517. DOI: https://doi.org/10.1080/0267257X.2013.835742
Golf-Papez M., Heller J., Hilken T., Chylinski M., de Ruyter K., Keeling D.I., Mahr D. (2022) Embracing falsity through the metaverse: The case of synthetic customer experiences. Business Horizons, 65(6), 739-749. DOI: https://doi.org/10.1016/j.bushor.2022.07.007
Goossens S., Morgan C., Kuru C., Ji F., Cespedes, D.J. (2021) Protecting Intellectual Property in the Metaverse. Intellectual Property and Technology Law Journal, 33(9), 11-17.
Hemp P. (2006) Avatar-based marketing. Harvard Business Review, 84(6), 48-57.
Hollensen S., Kotler P., Opresnik, M.O. (2023) Metaverse - the new marketing universe. Journal of Business Strategy, 44(3), 119-125. DOI: https://doi.org/10.1108/JBS-01-2022-0014
Hwang I., Shim H., Lee W.J. (2022) Do an Organization's Digital Transformation and Employees' Digital Competence Catalyze the Use of Telepresence? Sustainability, 14(14), 8604. DOI: https://doi.org/10.3390/su14148604
Iivari N., Sharma S., Ventä-Olkkonen L. (2020) Digital transformation of everyday life - How COVID-19 pandemic transformed the basic education of the young generation and why information management research should care?. International Journal of Information Management, 55, 102183. DOI: https://doi.org/10.1016/j.ijinfomgt.2020.102183
Jamison M., Glavish M. (2022) The Dark Side of the Metaverse, Part I. https://www.aei.org/technology-and-innovation/the-dark-side-of-the-metaverse-part-i/, дата обращения 11.04.2023.
Javornik A., Marder B., Pizzetti M., Warlop L. (2021) Augmented self - The effects of virtual face augmentation on consumers' self-concept. Journal of Business Research, 130, 170-187. DOI: https://doi.org/10.1016/j.jbusres.2021.03.026
Keshky E., El Sayed M., Basyouni S.S., Al Sabban A.M. (2020) Getting through COVID-19: The pandemic's impact on the psychology of sustainability, quality of life, and the global economy - A systematic review. Frontiers in Psychology, 11, 3188. DOI: https://doi.org/10.3389/fpsyg.2020.585897
Kevins J. (2022) Metaverse as a New Emerging Technology: An Interrogation of Opportunities and Legal Issues: Some Introspection (SSRN paper 4050898). DOI: https://doi.org/10.2139/ssrn.4050898
Kim G., Jeon J.H. (2021) A Study on the Copyright Survey for Design Protection in Metaverse Period. International Journal of Advanced Smart Convergence, 10(3), 181-186.
Kim J. (2021) Advertising in the Metaverse: Research agenda. Journal of Interactive Advertising, 21(3), 141-144. DOI: https://doi.org/10.1080/15252019.2021.2001273
Kumar S.U., Kumar D.T., Christopher B.P., Doss C.G.P. (2020) The rise and impact of COVID-19 in India. Frontiers in Medicine, 7, 250. DOI: https://doi.org/10.3389/fmed.2020.00250
Laue C. (2011) Crime potential of metaverses. In: Virtual Worlds and Criminality (eds. K. Cornelius, D. Hermann), Berlin, Heidelberg: Springer, pp. 19-29.
Lee L.H., Braud T., Zhou P., Wang L., Xu D., Lin Z., Bermejo C., Hui P. (2021) All one needs to know about metaverse: A complete survey on technological singularity, virtual ecosystem, and research agenda. DOI: https://doi.org/10.48550/arXiv.2110.05352
Lee U.-K., Kim H. (2022) UTAUT in metaverse: An Ifland case. Journal of Theoretical and Applied Electronic Commerce Research, 17(2), 613-635. DOI: https://doi.org/10.3390/jtaer17020032
Lukose L.P. (2015) Non-Traditional Trademarks: A critique. Journal of the Indian Law Institute, 57(2), 197-215. https://www.jstor.org/stable/44782501.
Mackenzie S. (2022) Criminology towards the metaverse: Cryptocurrency scams, grey economy and the technosocial. The British Journal of Criminology, 62(6), 1537-1552. DOI: https://doi.org/10.1093/bjc/azab118
Marr B. (2022) The Most In-Demand Metaverse Skills Every Company Will Be Looking For. Forbes, 24.06.2022. https://www.forbes.com/sites/bernardmarr/2022/06/24/the-most-in-demand-metaverse-skills-every-company-will-be-looking-for/?sh=623d5dfb7ccd, дата обращения 16.04.2024.
Nagel L. (2020) The influence of the COVID-19 pandemic on the digital transformation of work. International Journal of Sociology and Social Policy, 40(9-10), 861-875. DOI: https://doi.org/10.1108/IJSSP-07-2020-0323
Narin N.G. (2021) A content analysis of the metaverse articles. Journal of Metaverse, 1(1), 17-24.
Osterwalder A., Pigneur Y. (2010) Business Model Generation: A Handbook for Visionaries, Game Changers, and Challengers (vol. 1),. New York: John Wiley & Sons.
Ozcan P., Eisenhardt K.M. (2009) Origin of alliance portfolios: Entrepreneurs, network strategies, and firm performance. Academy of Management Journal, 52(2), 246-279. https://www.jstor.org/stable/40390287.
Pellegrini M., Uskov V., Casalino N. (2020) Reimagining and re-designing the post-COVID-19 higher education organizations to address new challenges and responses for safe and effective teaching activities. Law and Economics Yearly Review Journal - LEYR, 9(1), 219-248.
Peterson D. (2022) Why remote work will fully embody the metaverse. https://www.metaverselearning.space/tag/work/, дата обращения 09.05.2023.
Peukert C., Weinhardt C., Hinz O., van der Aalst W.M. (2022) Metaverse: How to Approach Its Challenges from a BISE Perspective. Business & Information Systems Engineering, 64(4), 401-406.
Pramanik H.S., Kirtania M., Pani A.K. (2019) Essence of digital transformation - Manifestations at large financial institutions from North America. Future Generation Computer Systems, 95, 323-343.
Rillig M.C., Gould K.A., Maeder M., Kim S.W., Dueñas J.F., Pinek L., Lehmann A., Bielcik M. (2022) Opportunities and Risks of the Metaverse For Biodiversity and the Environment. Environmental Science & Technology, 56(8), 4721-4723. DOI: https://doi.org/10.1021/acs.est.2c01562
Ryan-Mosley T. (2021) Beauty filters are changing the way young girls see themselves. MIT Technology Review, 02.04.2021. https://www.technologyreview.com/2021/04/02/1021635/beauty-filters-young-girls-augmented-reality-social-media/, дата обращения 06.05.2023.
Schwirn M. (2022a) Information in the Metaverse is A Tale of Two Cities. Computer Weekly, 25.02.2022. https://www.computerweekly.com/feature/Information-in-the-metaverse-is-a-Tale-of-Two-Cities, дата обращения 06.05.2023.
Schwirn M. (2022b) Extended reality can be empathic reality. Computer Weekly, 29.11.2022. https://www.computerweekly.com/feature/Extended-reality-can-be-empathic-reality, дата обращения 06.05.2023.
Secundo G., Shams S.R., Nucci F. (2021) Digital technologies and collective intelligence for healthcare ecosystem: Optimizing Internet of Things adoption for pandemic management. Journal of Business Research, 131, 563-572. DOI: https://doi.org/10.1016/j.jbusres.2021.01.034
Seok W. (2021) Metaverse business model and ecosystem analysis. Electronics and Telecommunications Trends, 36(4), 81-91.
Silverman D., Marvasti A. (2008) Doing qualitative research: A comprehensive guide, Thousand Oaks, CA: Sage.
Smaili N., de Rancourt-Raymond A. (2022) Metaverse: Welcome to the new fraud marketplace. Journal of Financial Crime, (ahead-of-print). DOI: https://doi.org/10.1108/JFC-06-2022-0124
Spurk D., Straub C. (2020) Flexible employment relationships and careers in times of the COVID-19 pandemic. Journal of Vocational Behavior, 119(2-4). DOI: https://doi.org/10.1016/j.jvb.2020.103435
Stephenson N. (1992) Snow Crash: A Novel, New York: Bantam Books.
Terry G., Hayfield N., Clarke V., Braun V. (2017). Thematic analysis. In: The SAGE Handbook of Qualitative Research in Psychology (eds. C. Willig, W.S. Rogers)(vol. 2), Thousand Oaks, CA: Sage, pp. 17-37.
Upadhyay A.K., Khandelwal K. (2022) Metaverse: The future of immersive training. Strategic HR Review, 21(3), 83-86. DOI: https://doi.org/10.1108/SHR-02-2022-0009
Vig S. (2022) Intellectual property rights and the metaverse: An Indian perspective. The Journal of World Intellectual Property, 25(3), 753-766. DOI: https://doi.org/10.1111/jwip.12249
Vig S., Agarwal R.N. (2021) Repercussions of COVID-19 on small restaurant entrepreneurs: The Indian context. Strategic Change, 30(2), 145-152. DOI: https://doi.org/10.1002/jsc.2398
Zhang X., Chen Y., Hu L., Wang Y. (2022) The metaverse in education: Definition, framework, features, potential applications, challenges, and future research topics. Frontiers in Psychology, 13. DOI: https://doi.org/10.3389/fpsyg.2022.1016300
Это произведение доступно по лицензии Creative Commons «Attribution» («Атрибуция») 4.0 Всемирная.