... ease of use and subjective norms. Stephanie Gauttier can be contacted at: stephanie.gauttier@grenoble-em.com © Emerald Publishing Limited 2023 Emerald Publishing Limited Licensed re-use rights only Metaverse Technology acceptance B2B Meetings Qualitative method Emerging...

... 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...