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Adopting Virtual Reality into the New Product Development Process
Mälardalen University, Faculty of Engineering and Health Sciences, Department of Engineering Sciences.
2026 (English)Licentiate thesis, comprehensive summary (Other academic)
Abstract [sv]

This thesis investigates how Virtual Reality can be adopted into the New Product Development process in manufacturing companies. While Virtual Reality is recognized as promising technology for design reviews, virtual prototyping and cross-functional collaboration, many manufacturing companies struggle to move beyond pilots and isolated use. Prior research often treats people, process and technology separately and offers limited insight into how adoption unfolds in practice over time.

The purpose of this thesis is to facilitate the adoption of Virtual Reality technology into the New Product Development process by identifying challenges and corresponding mitigation factors. The research is based on two retrospective multiple case studies in two large manufacturing companies in the automotive and heavy vehicle industries. Empirical data was collected through a survey, semi-structured interviews, internal documents, observations and informal discussions. Three appended papers examine Virtual Reality adoption at multiple levels, and the thesis performs a joint analysis across these studies.

The findings show that challenges related to Virtual Reality adoption are systemic and primarily concern misalignments between people, process and technology across strategic, tactical and operational levels. Identified challenges include a lack of clear ownership and roles, dependence on a few key users, limited time and standardized ways of working, late and ad-hoc use in projects, immature tool chains and demanding preparation and data handling. To address these challenges, the thesis identifies seven mitigation factors, including establishing dedicated facilitators and key user roles, securing management commitment, establishing ownership of VR work, strengthening vertical alignment, reducing data complexity and planning Virtual Reality adoption as a staged, long-term maturity process.

Overall, the thesis contributes a multi-level, process-oriented understanding of Virtual Reality adoption in New Product Development processes and provides empirically driven guidance on how to design and steer VR initiatives towards sustained, value-adding use in manufacturing.

Place, publisher, year, edition, pages
Eskilstuna: Mälardalens universitet, 2026.
Series
Mälardalen University Press Licentiate Theses, ISSN 1651-9256 ; 380
National Category
Production Engineering, Human Work Science and Ergonomics
Research subject
Industrial Systems
Identifiers
URN: urn:nbn:se:mdh:diva-75539ISBN: 978-91-7485-748-1 (print)OAI: oai:DiVA.org:mdh-75539DiVA, id: diva2:2031228
Presentation
2026-03-13, A2-035, Mälardalens universitet, Eskilstuna, 09:15 (English)
Opponent
Supervisors
Available from: 2026-01-22 Created: 2026-01-22 Last updated: 2026-02-18Bibliographically approved
List of papers
1. Integrating XR technologies in the product realization process: Current approaches and challenges
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2023 (English)In: Euroma 2023 Conference, Euroma , 2023Conference paper, Published paper (Refereed)
Abstract [en]

Extended Reality (XR) technologies, Virtual Reality (VR) and Augmented Reality (AR), show promising usages and impacts in manufacturing, however integration of XR technologies in the product realization process is limited. The purpose of this paper is to explore the current approaches to integrating XR technologies into the product realization process as well as the accompanying challenges. A multiple case study has been conducted in the manufacturing industry, contributing with current approaches and associated challenges when integrating XR into the product realization process. Identifies 10 challenges and contributes to the importance of ownership and dedicated VR roles per manufacturing site.

Place, publisher, year, edition, pages
Euroma, 2023
Keywords
VR implementation, manufacturing industry, smart production
National Category
Production Engineering, Human Work Science and Ergonomics
Identifiers
urn:nbn:se:mdh:diva-75200 (URN)
Conference
Euroma 2023 Conference, Leuven, Belgium, 3-5 July, 2023
Available from: 2025-12-17 Created: 2025-12-17 Last updated: 2026-01-22Bibliographically approved
2. What Not to Do: VR Implementation Teams and the Barriers That Inhibit Them
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2024 (English)In: Advances in Transdisciplinary Engineering, IOS Press BV , 2024, Vol. 52, p. 453-463Conference paper, Published paper (Refereed)
Abstract [en]

Implementation of VR into NPD processes requires a coordinated effort from within the manufacturing organization. However, the knowledge to carry this out successfully is still quite limited within research as well as within manufacturing organizations, leading to failed pilot projects and a waste of resources. Therefore, the purpose of this paper is to identify barriers that inhibit VR implementation. A multiple case study has been carried out focusing on two VR implementation attempts within a single manufacturing site. The results identify four specific roles and their responsibilities within the VR implementation teams: Key driver, gatekeeper, key user, and general user. The results further identify the barriers experienced within the VR implementation attempts.

Place, publisher, year, edition, pages
IOS Press BV, 2024
Keywords
digitalization, Industry 4.0, manufacturing, NPD, Smart production, Key users, Manufacturing organizations, Manufacturing sites, Multiple-case study, Pilot programs, Waste of resources, Industrial research
National Category
Production Engineering, Human Work Science and Ergonomics
Identifiers
urn:nbn:se:mdh:diva-66564 (URN)10.3233/ATDE240188 (DOI)001229990300038 ()2-s2.0-85191292452 (Scopus ID)9781643685106 (ISBN)
Conference
11th Swedish Production Symposium, SPS2024. Trollhattan 23 April 2024 through 26 April 2024
Available from: 2024-05-14 Created: 2024-05-14 Last updated: 2026-01-22Bibliographically approved
3. Achieving adoption of virtual reality in the new product development process: key decisions and implementation activities
Open this publication in new window or tab >>Achieving adoption of virtual reality in the new product development process: key decisions and implementation activities
2026 (English)Article in journal (Refereed) Submitted
Abstract [en]

Virtual Reality (VR) within manufacturing industry has continued to be of large interest, especially when seeking to reduce time-to-market for development of new products. To reduce time-to-market (TTM), VR technology must be implemented and used in the development process in a way that enables increased performance. Therefore, the purpose of this study is to identify key decisions and implementation activities that impact VR adoption in NPD processes. This paper explores the VR adoption and usage to shed light on key decisions and implementation activities. A retrospective multiple case study has been conducted. One case has successfully implemented and used VR while two other cases have not. The results describe the decisions and implementation activities performed. Based on the results a framework for VR adoption is proposed. The framework identifies attributes which are key to VR adoption and describes them among three adoption stages.

Keywords
Virtual reality, implementation, NPD, adoption, maturity, production system, smart production, case study, concurrent engineering, manufacturing industry, virtual prototyping, validation, management, teams
National Category
Production Engineering, Human Work Science and Ergonomics
Identifiers
urn:nbn:se:mdh:diva-75214 (URN)
Available from: 2025-12-17 Created: 2025-12-17 Last updated: 2026-01-22Bibliographically approved

Open Access in DiVA

The full text will be freely available from 2026-02-20 08:00
Available from 2026-02-20 08:00

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Sauter, Barrett

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