THE VALUE OF USING AUGMENTED REALITY IN ORGANIZATIONAL SETTINGS

<p><strong>This thesis explores the value of using augmented reality (AR) in organizational settings, focusing on how AR can contribute to achieving organizational goals. While AR's benefits ,defined here as immediate, measurable outcomes such as improved task efficiency or enhanced learning, are widely recognized, understanding its value, conceived as the as the achievement of organizational objectives, remains challenging for many organizations. This research addresses that gap by examining both the theoretical foundations and practical implications of AR implementation.</strong></p><p>The study began by examining the use of AR in the education sector, where its value was most clearly expressed in terms of learning gains. Building on this initial insight, we then conducted a broader literature review to understand the value of using AR across organizational contexts. This review identifies key capabilities and their potential impact, providing insights into how AR can enhance individual and organizational outcomes and helping organizations understand its broader value proposition.</p><p>Building on these insights, the empirical component of the research investigates how AR value is realized. First study introduces the Affordance Actualization Value (AAV) model, showing how AR affordances translate into—or fail to achieve—organizational value by linking user goals with strategic outcomes. Then a structured categorization of AR use cases is developed to help organizations understand how AR can create value. This approach positions use cases as tools for aligning AR adoption with strategic goals and reducing uncertainty in decision-making. To recognizing the practical challenges organizations face, the thesis also proposes strategies for overcoming common barriers to AR adoption. These strategies provide actionable guidance across key phases, supporting organizations in navigating implementation challenges and maximizing AR's potential.</p><p>On the other hand to support practical adoption, this research develops a comprehensive taxonomy of AR use cases across diverse contexts. The taxonomy enables organizations to identify relevant applications, assess potential benefits and challenges, and align AR initiatives with strategic priorities and key performance indicators (KPIs). Building on this foundation, an actionable use case tool is introduced, offering a structured approach to guide organizations from identifying use cases through to evaluating their outcomes.</p><p>This thesis contributes to both academic understanding and practical implementation by providing insights, frameworks, and tools that enable organizations to realize AR’s long-term value. By emphasizing the distinction between benefits and value, and by highlighting the contextual conditions under which value emerges, the research equips organizations to adopt AR more effectively and achieve meaningful outcomes.</p>