Figure 1
The graph has the vertical axis with the label “Improve existing value sources” at the bottom and progressing to “Create new sources of value” at the top. Between these two, a text box labeled “WHY Main goal of the metaverse transformation” is positioned in the middle of the vertical axis. The horizontal axis has the labels “Internal processes”, on the left, and “Customer interaction processes”, on the right. Between these two, a text box labeled “WHAT Core focus of the metaverse transformation”, is positioned in the middle of the horizontal axis. From the midpoint of the vertical axis, a dotted horizontal line is drawn that extends to the midpoint of the horizontal axis. The dotted lines intersect at their respective midpoints, dividing the graph area into four quadrants. Each quadrant has a rectangular box with a heading and a descriptor. The top left quadrant is titled Roman numeral 1, and the description reads “Creating new value sources in internal processes”. The top right quadrant is titled Roman numeral 2, and the description reads “Creating new value sources in customer interaction processes”. The bottom left quadrant is titled Roman numeral 3, and the description reads “Improve existing value sources in internal processes”. The bottom right quadrant is titled Roman numeral 4, and the description reads “Improve existing value sources in customer interaction processes”.The matrix for metaverse business transformation. Source: Authors’ own creation