Productivity and Play in Organizations: Executive Perspectives on the Real-World Organizational Value of Immersive Virtual Environments

Abstract

In exploring the productive potential of virtual worlds, one relevant line of inquiry is the degree to which immersive online environments can support the objectives of real-world enterprises. Despite the favorable treatment of virtual worlds in the popular and business press, organizations remain cautious in their acceptance and adoption of virtual environments. Since there is a dearth of academic literature on this facet of the virtual world phenomenon, this research aims to provide an assessment of executive perspectives on the potential impact of virtual worlds on businesses and the challenges that may be encountered in organizational application of such environments. To capture businessoriented perceptions of virtual worlds we analyzed, the reports of twenty-five business executives who recently spent considerable time training in and exploring Second Life, a popular online virtual environment. We identify and discuss seven tensions reflected in their assessment of the organizational role of virtual worlds, and situate these tensions in the prevailing computermediated communication discourse. Findings point to significant parallels with evaluative perspectives on earlier waves of Internet-based innovation, insights from the existing literature on computer-mediated communication, and an opportunity for theory generation through dialectical reasoning.

Arguing the Value of Virtual Worlds: Patterns of Discursive Sensemaking of an Innovative Technology

“…In this effort, one would find relevant research to be in a nascent stage and spread across many academic disciplines (Sairamesh et al 2004). What research there is can be characterized as cautiously optimistic with respect to the practical value of virtual environments to organizations (e.g., Davis et al 2009;Mennecke et al 2007), but also discussing a wide array of caveats relating to issues of trust, privacy, security, reputation, and the quality of content and applications (Boulos et al 2007;Hansen et al 2009;Sairamesh et al 2004). Indeed, Second Life and other virtual worlds have largely been designed as open systems in which many modes of experience are possible, rendering it impossible to foresee all applications and situations that will emerge as users pursue a variety of tasks (Galimberti et al 2001).…”

Research Commentary—Virtual Worlds: A Performative Perspective on Globally Distributed, Immersive Work

“…Researchers have highlighted the opportunities that virtual worlds provide for novel ways of interacting and working (e.g., Bray and Konsynski 2007;Hansen et al 2009;Ives and Junglas 2008), while others have developed research agendas for exploring the new capabilities of virtual worlds (e.g., Davis et al 2009;Mennecke et al 2008;Messinger et al 2009). Additionally, a number of IS journals have recently published calls for special issues dedicated to the topic of virtual worlds (e.g., MIS Quarterly and the…”