Strategy and Leadership as Service

Appendix 1 Examples of Existing Research

Research	Context	Method	Findings
Atasoy & Morewedge, 2018	Digital & physical versions of the same goods	Experimental	Differences in PO for physical and digital goods mediated the difference in value, with digital versions of the same goods being ascribed less value than their physical counterparts. The marketing, psychology, and economics of physical and digital goods are all influenced by the features of an object’s ability to attract PO before it is purchased.
Bardhi & Eckhardt, 2012	Car sharing	Qualitative	Access does not produce a sense of joint or perceived ownership
Carrozzi et al., 2019	Augmented reality (AR) holograms	Quantitative experimental	Study one demonstrates how customers can feel ...