International Journal of Strategy and Organisational Learning (IJSOL)
Vol.2 No.1
DOI https://www.doi.org/10.56830/IJSOL06202505
Authors
Abstract
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 ARenhanced 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.
Keywords: Augmented Reality, Organizational Learning, Design, Immersive Books,
Cultural Engagement
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