Business and the Metaverse

Business and the Metaverse: Opportunities and Challenges in Management, Economics and Finance offers a comprehensive, evidence-based exploration of the metaverse as a disruptive environment for economic, managerial, and financial activity. Drawing on interdisciplinary research, this book bridges theoretical perspectives with real-world applications, making it an essential resource for academics, policymakers, and business professionals alike.

At its core, the book investigates the metaverse as more than a technology—framed not merely as virtual reality but as an integrated platform for human interaction, business development, and socio-economic activity. Readers will find in-depth analyses of the determinants driving enterprises into virtual worlds, a typology of companies adopting the metaverse, and the challenges of marketing communications in immersive environments. It also addresses pressing concerns such as privacy, security, stakeholder expectations, and regulatory frameworks that shape the adoption of this new digital economy.

This book is also a practical guide for those seeking to understand and navigate the next frontier of business in virtual world.

Rafał Kasprzak is researcher of creative industries with over 20 years of professional experience. He is project manager of the Postgraduate Studies in Innovation Manager project financed by the European Social Fund. Trainer in the field of European Union structural funds, fundraising, management in the creative sector.