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How can augmented reality add value for companies: benefits and challenges of its application in marketing
The present study aims to gain a better understanding of the reasons influencing the use of AR applied in marketing. Besides its promising success in the literature, there is still a risk that Augmented Reality does not ...
An evaluation of the Business Model Canvas by technology-oriented startups in Brazil : a qualitative study about the usage of the tool by Brazilian entrepreneurs
The following paper was conducted with the support of several entrepreneurs and startups from Brazil. The aim of the research was to find out which impact the Business Model Canvas, further abbreviated as BMC, has on ...
Market entry of an innovative technology: the example of a new app on the Brazilian tourism market
The Brazilian start-up Local Wander plans to enter the tourism sector with a mobile application aiming to enable a new form of travel research. A web-based survey has been sent out to the start-up’s target audience (n: ...