The possibilities of virtual reality in B2B marketing are increasingly recognized in scientific discussions as well as articles on interesting examples of early adopters such as IKEA and Airbus. However, while there is a growing recognition of its potential, the specific impact of virtual reality on B2B marketing remains part of the unexplored research area. From a business point of view, virtual reality technologies are already largely attracting investments that encourage research in the field hoping to discover the full potential of this technological innovation in optimizing business operations and processes. The great interest in virtual reality in marketing is not limited to the needs of the market but also comes from the gap in academic research and literature. Therefore, this research aims to bridge the gap between managerial and academic understanding and to improve knowledge of the influence of immersive reality technologies, namely virtual reality, on B2B sales and marketing. The basic method of work in this article is desk research. This paper draws upon reliable sources such as academic journals, published books, and case studies. Following an exploratory approach, the theoretical background provides a starting point for future empirical studies. This paper gives a realistic theoretical consideration of the topic by developing a framework and providing suggestions describing the impact of virtual reality on the perception of B2B customers, also providing B2B marketers and experts with several directions for future research and provides recommendations for B2B marketers who are interested in using the vast array of opportunities offered by virtual reality.
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Irene Capecchi, Tommaso Borghini, Danio Berti, Silvia Ranfagni, Iacopo Bernetti
(2025)
Enhancing International B2B Sales Training in the Wine Sector Through Collaborative Virtual Reality: A Case Study from Marchesi Antinori
Journal of Theoretical and Applied Electronic Commerce Research, 20(2)
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