What question did this study set out to answer?

This research aims to explore the value creation potential in the metaverse and identify challenges for firms.

The metaverse: a product-service innovation canvas for co-creating and capturing value

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Conceptual model reveals value creation modes in the metaverse, highlighting challenges and pathways for firms.

This research aims to explore the value creation potential in the metaverse and identify challenges for firms.
Conceptualization of the metaverse product-service innovation canvas.
Analysis of existing literature on the metaverse.
Examination of strategic potentialities and landmines in operating within the metaverse.
Conceptual model illustrates how firms can create and capture value in the metaverse.
Outlines the role of timing and organizational expedience in value creation.
Identifies key challenges firms may face in hyper-competitive environments.

Boakye et al. (2025) studied this question.

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