The metaverse as a breakthrough for operations and supply chain management: implications and call for action

Abstract

PurposeThe metaverse development is in the early stages in most organizations and supply chains. There has been exponential growth in metaverse investments by leading tech and other types of companies and governments worldwide. This article aims to shed light on the topic by providing detailed insights for the operations and supply chain management (O&SCM) community concerning the potential, opportunities and challenges associated with the metaverse.Design/methodology/approachThe authors mapped 15 benefits and 15 challenges regarding metaverse in O&SCM-related fields from the literature, which in turn were empirically tested by a panel with 150 experts from more than 12 countries, from operations and supply chains and with experience in metaverse technologies.FindingsThe authors found notable similarities and differences between metaverse adopters and non-adopters in the O&SCM. Accordingly, some benefits and challenges are expected before and after the implementation, but it's still relevant. In contrast, there are ones that change their importance after the implementation.Research limitations/implicationsFirst, this paper points out the need for an urgent call for action to develop high-quality research on the interplay between metaverse and O&SCM. Second, the metaverse will reshape several established business models by offering new products and services, consequently resulting in the remodeling of O&SCM. Third, our paper provides a call for action to engage the community of scholars and practitioners to consider the metaverse as one of the last frontiers of O&SCM in the digital age.Originality/valueThis paper is one of the first that investigates the metaverse benefits, challenges and expectations in the O&SCM. Also, it provides robust directions by an empirical approach to the metaverse as a new and important research stream for O&SCM and related fields. The authors provide a prospective research agenda that scholars and practitioners could use as a roadmap to capture metaverse opportunities in O&SCM.