Virtual Reality (VR) originated in the 1960s with early experimental devices such as Morton Heilig’s Sensorama and Ivan Sutherland’s Ultimate Display. The term gained prominence in the 1980s as computing power, motion tracking, and display technologies evolved, making immersive experiences more accessible. Unlike Augmented Reality (AR), which overlays digital content onto the real world, VR replaces physical perception entirely with a computer-generated environment. In management and marketing, VR is part of the broader movement toward experiential and immersive strategies, aligning with the principles of Contemporary Marketing Management, which emphasizes interaction, emotional engagement, and co-creation of value through technology.

Virtual Reality (VR) immerses the user in a fully digital environment generated by computer systems, typically experienced through head-mounted displays (HMDs), motion sensors, and spatial audio.

Users can explore, manipulate, and interact within this virtual space, achieving a heightened sense of presence that simulates real-world or imaginary scenarios.

In business and marketing, VR is not limited to entertainment or gaming; it has become a transformative communication and learning tool that allows organizations to:

1. Enhance product and service experiences – enabling customers to explore products or environments virtually, from real estate tours to automotive test drives.

2. Facilitate training and education – providing safe, immersive simulations for complex tasks such as medical procedures or industrial operations.

3. Strengthen brand storytelling – creating immersive narratives that engage users emotionally and cognitively.

4. Support collaboration and design – enabling teams to co-create and prototype in shared virtual spaces, regardless of physical distance.

Within the Contemporary Marketing Management framework, VR contributes to the evolution of experiential marketing, redefining customer engagement from observation to participation.

It transforms marketing campaigns into multisensory journeys where audiences actively live the brand’s story, increasing emotional resonance and memorability.

Automotive brands such as Volvo and Porsche use VR test drives to allow customers to experience new models remotely. In the real estate sector, companies offer virtual property tours that reduce the need for physical visits. In corporate training, firms like Walmart and Shell employ VR simulations to improve safety, leadership, and customer service skills.