摘要 : The higher complexity of managing multiple and fast-changing business models might push innovators to use more sophisticated technologies such as augmented reality (AR). The article proposes a detailed observation of the passage f... 展开 The higher complexity of managing multiple and fast-changing business models might push innovators to use more sophisticated technologies such as augmented reality (AR). The article proposes a detailed observation of the passage from virtual reality to the use of AR, highlighting, especially, the capability of AR in improving business models. Thus, research question of the study is: How does augmented reality determine improvement of the business models? Analysing the historical background, the contribution of recent studies, and the applications' results in various sectors (e.g., the military, medicine, automotive, and retail), a conceptual model is proposed. We show an augmented reality influence on different business model components (e.g., proposition, value configuration, partner network, relationship, target customer, distribution channel, cost structure, and revenue model), describing several value creation improvements, value proposition, and value capture. The paper fills the literature gap related to organisations that have improved their business models by applying augmented reality systems. 收起