AR takes the Lead in Digital Transformation


On June 2nd 2017, the 1st Digital Transformation and Strategy Forum brought together at Cass Business School leading scholars and practitioners to discuss about Digital Transformation in connection with ecosystems, entrepreneurship and innovation, value creation and value capturing.

Tim Hilken presented our research findings on how AR allows firms to pursue a strategy of service augmentation, enhancing not only the core offering, but rather the interaction between customers and the (online and offline) organizational frontline.

Reflecting on the forum's guiding question “Digital Transformation and Strategy: Do we need new frameworks?", we at the augmented research initiative believe that developing new frameworks that incorporate more fundamental, psychological, cognitive perspectives are necessary to understand the true value potential of AR.


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Augmented Research.