The Implementation of Augmented Reality and Its Influence on International New Product Development Processes: International Communication and Cooperation between Involved Teams

Abstract

The importance of new product development for industry has grown exponentially in the last 40 years. In a fast developing world run by the light speed flow of information and an unfettered international economy, companies are facing the challenge of designing, producing, marketing, releasing and supporting more products than ever on many different international markets to keep up with the competition. Augmented Reality (AR) is a technology that merges the virtual world with real-life by displaying non-existent three-dimensional elements onto real surfaces. It gives engineers and teams spread around the world an edge in the quality and speed of international communication, as physical presence is no longer needed and simultaneous work in a 3D environment is possible.

As with every other medium, also AR is ruled by its own specific rulebook. However, it is a rulebook that still has many blank pages. Understanding how cross-cultural communication works on this new platform, how it is perceived by potential users and what are invisible obstacles on its way to conquer multinational companies can help to improve the efficiency as well as the quality of new product development and other areas of international business.

The results are based on analysis of the qualitative data collected during semi-structured interviews with six industry specialists from both the business and technology sides. The respondents were questioned with a set of twenty-five topic-related questions tackling the validity of concepts built on the literature review. Confirming that through virtual shared space, anonymity and virtual avatars, AR has the potential to minimise the impact of decision-making, belief, and behavioural biases on international communication and business relations. However, it is not free of flaws therefore photorealistic virtual face-to-face communication is currently not its main focus.