On May 11, 2026, the Business Administration Research Center organized a dedicated session for testing and evaluating a virtual reality (VR) application designed for companies operating in the furniture industry. The application was developed by Burcea Bogdan Nicolae, a second-year master’s student in the Sales and Organizational Development program (Faculty of Business and Tourism), as part of his dissertation research conducted under the supervision of our colleague, Professor Irina Albăstroiu-Năstase, PhD.
The activity took the form of a focus group, bringing together participants interested in emerging technologies and their impact on consumer experience and business processes. The discussions and testing sessions highlighted the strong potential of immersive technologies to transform the way furniture companies showcase their products, interact with customers and develop innovative digital experiences.
The event reflects the Center’s mission to support applied research, innovation and knowledge transfer between academia and the business environment, while offering students the opportunity to develop solutions with real relevance for industry. The active involvement of master’s students in interdisciplinary and technology-driven projects demonstrates the ability of the new generation of researchers and professionals to contribute to the digital transformation of companies and to the development of innovative business models.
