{"title":"The Role of the Metaverse in Shaping the Future of Business Innovation","authors":"Hamady Dia","doi":"10.1002/tie.70026","DOIUrl":null,"url":null,"abstract":"<div>\n \n <p>This study aimed to fill a significant gap in the literature on empirical research on the Metaverse's influence on business innovation. This study used a multiple case study design to collect data from a purposeful sample of eight Metaverse experts using a semistructured interview format. This study was framed by three key concepts: Rogers's concept of diffusion of innovations, Ball's concept of the Metaverse, and Fernandez and Hiu's concept of privacy, ethics, and governance in the Metaverse. Nine themes emerged from three main categories: (a) the Metaverse shaping the future of business innovation, (b) privacy and data security and protection, and (c) a safe and inclusive Metaverse for business innovation. This study's outcome may contribute to positive social change and the management field by presenting practical information on the role of the Metaverse in shaping the future of business innovation.</p>\n </div>","PeriodicalId":47515,"journal":{"name":"Thunderbird International Business Review","volume":"68 5","pages":"659-675"},"PeriodicalIF":2.9000,"publicationDate":"2026-08-07","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Thunderbird International Business Review","FirstCategoryId":"1085","ListUrlMain":"https://onlinelibrary.wiley.com/doi/10.1002/tie.70026","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"2025/8/2 0:00:00","PubModel":"Epub","JCR":"Q3","JCRName":"BUSINESS","Score":null,"Total":0}
引用次数: 0
Abstract
This study aimed to fill a significant gap in the literature on empirical research on the Metaverse's influence on business innovation. This study used a multiple case study design to collect data from a purposeful sample of eight Metaverse experts using a semistructured interview format. This study was framed by three key concepts: Rogers's concept of diffusion of innovations, Ball's concept of the Metaverse, and Fernandez and Hiu's concept of privacy, ethics, and governance in the Metaverse. Nine themes emerged from three main categories: (a) the Metaverse shaping the future of business innovation, (b) privacy and data security and protection, and (c) a safe and inclusive Metaverse for business innovation. This study's outcome may contribute to positive social change and the management field by presenting practical information on the role of the Metaverse in shaping the future of business innovation.
期刊介绍：
Thunderbird International Business Review is a peer-reviewed journal that is published six times a year in cooperation with the Thunderbird School of Global Business Management, the world"s leading institution in the education of global managers. The journal"s aim is to advance and disseminate research in the field of international business. Its main target audience includes academicians and executives in business and government who have an interest in international business.
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