ABSTRACT
Virtual worlds and virtual social networks provide real opportunities for companies to implement research in management dealing with immersive environment, interaction and co-creation of values (artefact, process, knowledge). New capabilities and new tools are emerging. The observations drawn from experiments allow categorizing them. We then propose an approach that could help companies to start activities inside these new environments of collaborative work. The cross fertilizing insights between the virtual and the real world are shown and introduced as the bridge. The 3D economy process is based on shorter cycles of decision making processes. The ‘bridge model’ integrates the added value chain and goes beyond it with the creation of outlying clustered values. The bridge mechanism shows a spectrum from low potential to high potential areas – of fulfillments. A company strategy may explain a positioning on one or the other limits of the spectrum.
