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September 10, 20250 citations

Augmented Reality and Strategic Organizational Learning:A Design-Based Prototype Applied to a Printed Novel Book

Key Points

The prototype effectively enhances engagement with José Saramago’s novel, enabling deeper reader interactions.
Findings indicate that the AR prototype fosters organizational learning by integrating digital tools with literature.
Design-led methods were used to create a hybrid platform that merges printed and digital literary experiences.
Such innovative media strategies emphasize the importance of adapting traditional forms to modern audience preferences.

Abstract

This article examines the strategic potential of augmented reality (AR) as a tool to foster organizational learning in the cultural and publishing sectors. Grounded in a doctoral research project in design, the study presents a prototype developed for José Saramago’s novel Caraboid, aimed at enhancing engagement among digital natives and promoting long-term knowledge management through immersive reading experiences. The AR-enhanced book integrates interactive content and theatrical adaptations, creating a hybrid platform that functions simultaneously as a literary object and a digital knowledge archive. The prototype enables multi-layered access to the novel, offering readers not only visual and auditory enhancements but also links to curated theatrical interpretations and authorial archives. This design-led approach facilitates a double-loop learning process within organizations by capturing reader interactions, enabling adaptive publishing strategies, and preserving institutional memory related to literary heritage. The article discusses how the use of AR supports organizational learning at three levels: (1) by extending the value chain of printed literature through digital augmentation, (2) by cultivating new competencies related to immersive media production and content curation, and (3) by systematizing cultural knowledge in reusable digital formats. The findings suggest that such hybrid media prototypes can serve as strategic assets for organizations seeking to innovate their educational and cultural engagement models while preserving historical continuity. This study contributes to the intersection of design research, learning organizations, and cultural innovation by proposing a framework where traditional literary forms are not only preserved but strategically reimagined to meet contemporary audience behaviors and digital learning ecosystems. Keywords: Augmented Reality, Organizational Learning, Design, Immersive Books, Cultural Engagement.

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