Figure 2
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. The top left quadrant contains the rectangular box labeled “Absorptive Innovation”. The top right quadrant contains the rectangular box labeled “Desorptive Transition”. The bottom left quadrant contains the rectangular box labeled “Absorptive Engagement”. The bottom right quadrant contains the rectangular box labeled “Desorptive Blending”. On the right side of the graph, the top two quadrants are labeled “EXPLORATION”, and the bottom two quadrants together are labeled “EXPLOITATION”.Four approaches to metaverse business transformation. Source: Authors’ own creation