ABSTRACT

Media companies often fail to successfully adopt emergent technology-driven media innovations. In order to analyse the pitfalls of implementation and to identify media-organisation-specific weaknesses, eleven cases from the media and manufacturing industries in Germany that adopted XR (which encompasses virtual, mixed and augmented reality technology) were compared. Several organisational drivers were especially important for successful adoption such as top management support, existence of an innovation champion, fit with the company/innovation strategy, cooperation with internal IT and long-term planning for the build-up of sustainable expertise within the companies. Whereas the media firms profited in some regards from their editorial background (i.e., high motivation of the projects’ innovation champions), the lack of strategic planning and limited internal IT resources were found to hamper a successful adoption.

摘要

媒体公司通常无法成功采用新兴技术驱动的媒体创新。为了分析实施的缺陷并确定媒体组织特有的弱点，对来自德国媒体和制造业的 11 个采用 XR（包括虚拟、混合和增强现实技术）的案例进行了比较。几个组织驱动因素对于成功采用特别重要，例如高层管理支持、创新冠军的存在、与公司/创新战略的契合、与内部 IT 的合作以及在公司内部建立可持续专业知识的长期规划。鉴于媒体公司在某些方面受益于他们的编辑背景（即项目创新冠军的高积极性），