... important losses in 2022 due to their investment in the metaverse. Identifying ways in which organizations can make effective use of the metaverse is important to the development of this market. Metaverse Technology acceptance B2B Meetings Qualitative method Emerging technology © Emerald...

... limitations/implications The authors recommend investigating communication issues when strategy implementation depends on key account teams, but because this study is conducted using a qualitative method with one company, its results cannot be projected. The authors simply demonstrate what a company could...