The purpose of this exploratory research is to contribute to the lack of empirical research exploring techniques and protocols that can be used to measure the level of value obtained from using these technologies in the various marketing processes and in a business-to-business (B2B) context. By doing so, firms operating in fast changing dynamic environments can develop the right means to continuously adapt, integrate, reconfigure, and redeploy resources and capabilities to become more competitive and disruptive in their offerings. The phenomenon of interest is described by applying a case study qualitative approach to three 4.0 companies which use virtual reality (VR)/augmented reality (AR) technologies and by carrying out ten in-depth interviews to managers in those organizations. Results show that some small and medium sized enterprises (SMEs) are more rigorous about performance and tracking metrics compared to other companies providing similar technological services. In this line, results show two stages where potential value can be generated and measured when utilizing VR/AR technologies. The first is during testing and development of VR/AR simulations. In this stage, only the ones with strong research and academic background have been developing and using tracking systems, guidelines, and protocols as resources to measure the value obtained from using these technologies in marketing innovation processes. The second moment where value creation can be measured is during the implementation of the VR/AR simulation with the target user. Further research is needed to develop standardization guidelines and protocols that guarantee the success of the simulations delivered to the hiring firms.

中文翻译：

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4.0中小型企业的价值共同创造过程和衡量标准：B2B营销创新背景下的探索性研究

这项探索性研究的目的是导致缺乏经验研究，无法探索可用于衡量在各种营销流程和企业对企业（B2B）中使用这些技术所获得的价值水平的技术和协议。语境。这样，在快速变化的动态环境中运营的公司可以开发正确的方法，以不断地适应，集成，重新配置和重新部署资源和功能，以使其产品更具竞争力和破坏性。通过对三家使用虚拟现实（VR）/增强现实（AR）技术的4.0公司应用案例研究定性方法，并对这些组织的经理进行十次深度访谈，来描述这种感兴趣的现象。结果表明，与其他提供类似技术服务的公司相比，一些中小企业对绩效和跟踪指标的要求更为严格。在这条线中，结果显示了使用VR / AR技术时可以生成和测量电位值的两个阶段。首先是在VR / AR仿真的测试和开发过程中。在这个阶段，只有具有强大研究和学术背景的人才开发并使用跟踪系统，指南和协议作为资源，以衡量在营销创新过程中使用这些技术所获得的价值。可以衡量价值创造的第二个时刻是在与目标用户一起实施VR / AR仿真的过程中。