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[AOM Symposium] Virtual Reality in International Business Research - Live Demonstration and discussion 

Sunday, July 27, 2025 | 10:15 - 11:45 CEST (GMT+2) | Location: Bella Center: Hall B- B6-m2

Session Link https://cdmcd.co/ganMrq

Presenter:

• Ithai Stern- INSEAD
• Sabina Nielsen- U of Sydney

Organizers: 

• Jelena Cerar – WU Vienna
• Liang Chen – Singapore Management U
• Min Jung Kim – Korea U
• Noman Shaheer – U of Sydney

Virtual reality (VR) holds transformative potential in academic research, offering immersive and controlled environments for studying complex phenomena with unparalleled precision. Management and marketing scholars are already using VR technology for running experiments, noting unprecedented details that are practically not observable in traditional experimentation settings. However, the method has not yet been utilized in international business (IB) research. In an IB setting, VR can simulate research on cross-border interactions, cultural dynamics, and market conditions, enabling scholars to explore topics such as international consumer behaviour, negotiation strategies, and workplace diversity in realistic yet controlled settings. Despite its promise, VR remains underutilized in this field, primarily due to limited familiarity with its applications.

The workshop invites specialists of VR technology to help IB scholars experience the VR in research first-hand using VR headsets to better understand the potential of VR in improving methodological rigor and providing novel insights to address nuanced challenges in global business environments. Further, panelists will discuss the potential of VR in international business research by drawing on their own projects that address key research challenges and generate new insights. Finally, the audience will receive the opportunity to ask questions, discuss their research ideas, and explore possible applications of VR in their fields.

Looking forward to welcoming you to the symposium.