Examining managerial challenges in metaverse adoption in logistics and supply chain: a case-based investigation from a dynamic capability lens

Purpose The agility of the global logistics and supply chain (SC) environment, characterized by metaverse adoption, redefines business models and supports current business operations. For the successful integration of technology into current operations, it is essential to understand the managerial challenges associated with adopting and scaling the metaverse. Design/methodology/approach This study employs a detailed literature review and a case study method, utilizing elite interviews with industry experts to explore real-time managerial issues in metaverse adoption. Findings The literature findings were coherently classified into themes. The three themes were idiosyncratic arrangements, intra-organizational and contextual specificity. Grounded on dynamic capabilities theory, these themes were conceptualized as managerial challenges and actions at each stage – accelerate, enable and mobilize. Further, the case-based investigation validated the framework. Research limitations/implications The framework may extend the researcher’s interest to test it in different contexts and strengthen its interdisciplinary nature. Practical implications The study can aid managers with specific capabilities while enhancing their understanding of metaverse adoption in the logistics and SC industry in volatile conditions. Originality/value The managerial aspects of metaverse adoption have not been explored in the core of any research study. Most metaverse adoption studies highlight operational and organizational challenges but fail to highlight managerial challenges. This would be a one-of-a-kind study to address managerial challenges and propose capabilities-driven business solutions.