Enhancing International B2B Sales Training in the Wine Sector Through Collaborative Virtual Reality: A Case Study from Marchesi Antinori

Enhancing International B2B Sales Training in the Wine Sector Through Collaborative Virtual Reality: A Case Study from Marchesi Antinori

This study aims to identify and evaluate the essential design features, strengths, and limitations of a virtual reality (VR) application that has been developed to train an international sales force effectively for a premium global wine brand. The study emphasizes the value of stakeholder-driven ite...

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Bibliographic Details
Main Authors: Irene Capecchi, Tommaso Borghini, Danio Berti, Silvia Ranfagni, Iacopo Bernetti
Format: Article
Language:English
Published: MDPI AG 2025-06-01
Series:Journal of Theoretical and Applied Electronic Commerce Research
Subjects:
virtual reality
B2B sales training
wine industry
scrum methodology
stakeholder-driven development
NLP embedding
Online Access:https://www.mdpi.com/0718-1876/20/2/146
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