... and places the articles in context. Findings Metaverse technology can be utilized to boost competitive advantage by opening up operations into new areas in the digital world. There are limitations for firms to address to leverage the potential of metaverse technology. Originality/value The briefing...

... and places the articles in context. Findings Indian travel and tourism brands are turning to metaverse experiences to drive up custom and gain a competitive advantage in an overly competitive and saturated market. Originality/value The briefing saves busy executives, strategists and researchers hours...

... and places the articles in context. Findings This paper identified that the Metaverse can be used to enhance the user experience within the tourism industry. The paper also identified that the Metaverse can also be used to improve organizational efficiency and performance. Originality/value...

... and places the articles in context. Findings Metaverse and virtual reality technologies are opening new doors to innovation and development for firms looking to boost revenues and gain competitive advantage. Originality/value The briefing saves busy executives, strategists and researchers hours...

... and places the articles in context. Findings Based on a literature review and an expert panel's insights, this paper identifies the opportunities and challenges of applying metaverse technology in operations and supply chain management. Originality/value The briefing saves busy executives...

... and places the articles in context. Findings This paper identified the use of the metaverse in enhancing the customer experience within the hospitality industry. Originality/value The briefing saves busy executives, strategists and researchers hours of reading time by selecting only the very best...