Mobile augmented reality as an internationalization tool in the “Made In Italy” food and beverage industry

In marketing studies, many researches have already investigated consumers’ responses towards mobile augmented reality (MAR) and the enhancement of user experience. Notwithstanding, little is known on how MAR creates value for con-sumers and companies, boosting the internationalization process. Therefore, this study aims to investigate the perceived usefulness and value creation of MAR, eval-uating both suppliers’/retailers’ and consumers’ sides in the “Made in Italy” Food and Beverage context. To reach this aim, data were gathered using 5 semi-structured interviews with suppliers/retailers and an online survey administered to 361 con-sumers. Following a mixed-approach, data were triangulated to enhance generalisa-tion of data. Findings indicate a particular usefulness of MAR for product traceabil-ity and communication of nutritional information for consumers. In addition, MAR may help identify falsification for the “Made in” products, especially in international markets such as China and the US. Despite these interesting insights, MAR usage and application are still limited for “Made in Italy” products. Thus, this paper pro-vides new and fresh insights in marketing theory related to new technologies adop-tion, highlighting interesting implications for marketers working in international contexts.