CREATING AN IMMERSIVE BUSINESS SIMULATION: THE VIRTUAL REALITY (VR) COFFEE SHOP

Abstract

Virtual reality (VR) learning is believed to increase focus, engagement, and emotional connection. To that end, we developed an immersive business case study in VR to teach essential business concepts. This paper outlines the process we followed to develop and launch the case in the hope that other institutions can use our process as a blueprint for launching their own similar VR case simulations. In an immersive virtual space using head-mounted display (HMD) headsets, students navigate various business challenges, make cross-disciplinary decisions, and witness real-time outcomes across four increasingly complex scenarios. This immersive learning approach allows students to safely practice making challenging decisions and learn from mistakes, gaining insights into the consequences of their choices in a uniquely compelling way and developing a comprehensive understanding of various business aspects, including finance, operations, marketing, management, and social responsibility. User testing included an in-headset test to assess usability, engagement, and educational value of the VR simulation in a controlled environment. The VR case simulation was found to be more engaging than more conventional learning approaches, helped to reduce distractions to a greater extent, and offered greater tangibility around decisions and consequences.

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