Value creation drivers as foundations for B2B Virtual Reality value propositions in manufacturing: evidence from desk research and expert insights

Virtual Reality (VR) has moved beyond its traditional association with entertainment and is increasingly emerging as a strategic tool within industrial and manufacturing environments. The aim of this thesis is to explore how value creation drivers shape the adoption of B2B Virtual Reality solutions in manufacturing and how these drivers can be translated into effective and scalable value propositions for industrial clients. The study adopts an applied, qualitative-dominant research design grounded in a consulting-driven industrial project. The methodology combines structured desk research with the secondary analysis of expert and SME interviews, integrating market intelligence data, consultancy and institutional reports, and academic literature to ensure analytical triangulation and contextual validity. The findings indicate that VR adoption in manufacturing is driven less by technological novelty and more by its ability to respond to concrete organisational needs. Key value creation drivers include investments in training and workforce development, R&D and digitalisation, and marketing and commercial communication infrastructures, supported by sectoral growth dynamics. VR is shown to generate tangible business value by reducing training time and safety risks, accelerating innovation and development cycles and lowering logistics and commercialisation costs. The transportation vehicles sector was particularly well suited to VR adoption due to its high system complexity, regulatory pressure, global operations, and intensive training and simulation requirements. While the study is subject to limitations related to its reliance on secondary data, a limited qualitative interview sample, and project-specific context, it offers practical implications for VR solution providers and industrial decision-makers by supporting evidence-based segment prioritisation and the design of value propositions grounded in measurable business outcomes.