# XR Technology Deployment in Value Creation
## 2 Theoretical Foundations and Background
### Existing Research on XR Technology Deployment in Value Creation  
#### 2.3.1 Research Strategy  
This paper aims to develop a taxonomy for the use of XR technologies in value creation. The term XR is utilized inconsistently in current research, and the deployment in value creation varies in the scope of the technology's comprehensiveness [46]. Therefore, the research strategy to comprehend the existing research landscape differentiates the term XR into VR, AR, and MR. These terms have already been analyzed in different research projects through taxonomies from a general perspective [47; 48], for educational use cases [49], and from a technological perspective [50]. Secondly, the understanding of the term value creation within the context of XR technologies must be shaped. To provide a foundation for taxonomy development, the research initiatives to be included are to be identified with [PERSON]'s value creation activities, which are as follows [26]:  
* Logistics (in- and out-bound)
* Operations
* Marketing and sales
* Services
* Support activities (i.e., firm infrastructure, human resources, technology development, and procurement)  
This research structure intends to provide a cross-section of existing research initiatives to reveal the generic purposes of XR technology deployment in value creation. Numerous research approaches and reviews for XR technologies for value creation have already provided insights into their application fields, with varying degrees of focus. General reviews without focusing on one of the mentioned value creation activities provide insights into adoption requirements [6], cross-industry use cases [51], industry-specific value chains [52], or the distribution of applications in the development, manufacturing, commissioning, maintenance, and decommissioning of products [53].  
Next, it is to be depicted how the XR technology deployment in value creation is investigated within the scope of each value-creation activity. In logistics, XR technologies can be applied in various use case scenarios, especially in the intra-logistics areas due to their requirements for specific hardware [16]. In operations, XR technologies are examined in relation to manufacturing, both for the fundamental challenges of their use [30] and their diffusion in specific application scenarios such as product design [54], assembly tasks [29],and manufacturing systems [55]. In the context of operations, it is further investigated what value is added through the XR deployment [56]. Furthermore, XR systems in operations are investigated for their capability to link them to other value creation activities, such as the technology development [29]. Concrete investigations on use case implementations in operations show technology-focused tools and systems with the underlying process integrations [23]. From a marketing and sales perspective, XR deployment research focuses on technology distribution [57] as well as on approaches for understanding [5] or enhancing the customer experience during the purchasing process [58]. The support activities of value creation are investigated in terms of how XR technologies can optimize the process of technology development, how the development of the firm's infrastructure can be enhanced [59], and how the human resource activities of training [60; 61], and the organization of collaboration [62; 63] can be improved. The use of XR technologies in purchasing is not yet extensive since the application scenarios are covered by XR technology in the sales activities of the upstream value chain [64].  
The following section analyzes the representative research initiatives for the value-creation activities that provide characteristics for the purpose of their deployment, differentiated in their research character by research reviews and implementation reports.