Why does Metaverse transform High-End product strategies? A three-horizon approach integrating Technological and Organizational Readiness

The adoption of Metaverse and Mixed Reality technologies in high-end industries has emerged as a transformative trend, promising novel avenues for engaging consumers, redefining brand experiences and generating additional streams of value for companies. Drawing upon the Technology Life Cycle (TLC) framework, this study explores the interplay between technological innovations, organizational capabilities, and market dynamics to identify different horizons of Metaverse implementation. Through in-depth interviews with fifteen respondents across five sectors, we developed a comprehensive framework that assesses the impact of Metaverse adoption using three progressive horizons that integrate technological and organizational readiness. The findings reveal three phases of Metaverse implementation: (1) "Metaverse Brandrooming", focused on leveraging immersive technologies to foster brand awareness and engagement, (2) "Metaverse Showrooming", emphasizing virtual product exploration and community-building, and (3) "Metaverse to Performance Deployment", targeting profitable outcomes through full Metaverse integration and alignment with business objectives. Each horizon aligns with specific key performance indicators (KPIs) ranging from sentiment analysis and user interactions to financial metrics like ROI and sales performance. Overall, this research underscores the importance of aligning organizational readiness and technological maturity with strategic Metaverse adoption. By implementing this three-horizon framework, companies can navigate the complexities of immersive technologies, fostering sustainable growth and innovation in an increasingly digital economy. Practical implications for managers include: 1. Strategic Positioning: High-end companies can use Metaverse technologies in early phases to position themselves as innovators, enhancing brand image and generating buzz around communities. 2. Community Engagement: The Metaverse can provide opportunities to create digital communities and foster brand loyalty through virtual showrooms, NFTs, and gamified experiences. 3. Revenue Optimization: Firms should align Metaverse strategies with core business objectives to drive tangible financial outcomes and maintain competitive advantage.