Augmented Reality and Strategic Organizational Learning : A Design-Based Prototype Applied to a Printed Novel Book

This article examines the strategic potential of augmented reality (AR) as a tool to foster organizational learning in the cultural and publishing sectors. Grounded in a doctoral research project in design, the study presents a prototype developed for José Saramago’s novel ‘Clarabóia’, aimed at enhancing engagement among digital natives and promoting long-term knowledge management through immersive reading experiences. The AR�enhanced book integrates interactive content and theatrical adaptations, creating a hybrid platform that functions simultaneously as a literary object and a digital knowledge archive.The prototype enables multi-layered access to the novel, offering readers not only visual and auditory enhancements but also links to curated theatrical interpretations and authorial archives. This design-led approach facilitates a double-loop learning process within organizations by capturing reader interactions, enabling adaptive publishing strategies, and preserving institutional memory related to literary heritage.The article discusses how the use of AR supports organizational learning at three levels:(1) by extending the value chain of printed literature through digital augmentation, (2) by cultivating new competencies related to immersive media production and content curation, and (3) by systematizing cultural knowledge in reusable digital formats. The findings suggest that such hybrid media prototypes can serve as strategic assets for organizations seeking to innovate their educational and cultural engagement models while preserving historical continuity.This study contributes to the intersection of design research, learning organizations, and cultural innovation by proposing a framework where traditional literary forms are not only preserved but strategically reimagined to meet contemporary audience behaviours and digital learning ecosystems.