University of Twente Student Theses


What are the key factors influencing the adoption of the Metaverse in the consulting industry?

Contarino, Matteo (2023) What are the key factors influencing the adoption of the Metaverse in the consulting industry?

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Abstract:Aim of the study. This Master’s Thesis conducts an exploratory analysis to identify and analyze the key factors that influence the Metaverse adoption in the consulting industry. Methodology. The study adopts a qualitative research approach comprising 18 semi-structured interviews. The participants selected include freelancers and consultants employed in IT and strategy consulting firms, all of whom are actively engaged in Metaverse applications. Results. The adoption of the Metaverse within the consulting industry is influenced by four key factors, namely the perceived sense of urgency to adopt this disruptive technology, the possession of dynamic capabilities, the expected benefits derived from its implementation, and the presence of barriers hindering its adoption. Furthermore, notable variations have been observed, indicating that the Metaverse adoption within the consulting industry is contingent upon the size and expertise of the actors involved. Implications. This study enhances the existing body of literature elucidating the crucial factors that influence the adoption of the Metaverse within the consulting industry through a comprehensive conceptual framework. It also explores the applicability of existing research to the Metaverse context while identifying those aspects exclusive to the Metaverse. From a practical perspective, the study provides valuable insights for strategic decision-making, competitive positioning, and resource allocation within the consulting industry. Additionally, it sheds light on the crucial role that consultants play in the Metaverse. Limitations and future research. The study may be subject to confirmation bias and sample selection bias, potentially impacting the findings’s reliability and validity. Furthermore, given the risk of misclassification of participants and the novelty of the topic, additional research is warranted. It is recommended that future investigations also include empirical testing of the developed model to enhance its robustness.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:85 business administration, organizational science
Programme:Business Administration MSc (60644)
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