<![CDATA[In recent years, augmented reality (AR) technology has been able to demonstrate more and more impressively the potential it brings for companies and their valueadding activities, and this even though acceptance of the technology in society is only just beginning. Due to this, our work aims to bring a comprehensive overview of AR deployment opportunities based on the value chain, forcing a symbiosis of potential demonstration and acceptance promotion. For our investigation, we consider the most important peer-reviewed papers on the state of research on augmented reality from a business perspective and provide a comprehensive overview of the different possible uses of AR within a company, structured according to Porter’s value chain, as well as an outlook on future research on the expansion and further development of AR systems. Based on this, we formulate research gaps for future work on AR in the context presented.]]>
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