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The case is derived from secondary sources, including publicly available reports and information about all companies directly or indirectly engaged in the industry. No primary sources were available.

This teaching case is designed for students to demonstrate their mastery of industry-level analysis in the emerging space tourism industry. It allows students to understand what constitutes the industry within the broader space sector and to apply analytical tools such as PESTEL and Porter’s Five Forces, with the option to discuss strategic groups. Students gain insights into how the industry is evolving within its broader environment and how companies could respond or differentiate themselves. Information is also provided for students to consider the broader social impact of a relatively new industry from the perspective of sustainable development.

The case is written for undergraduate and graduate students enrolled in strategic management courses. The case placement is ideally in conjunction with industry-level analytical frameworks such as Porter’s Five Forces, PESTEL analysis, strategic groups (optional) and industry life cycle. Most strategic management textbooks cover these concepts in the first few chapters. For example, “Strategic Management, 14th edition” by Hill, Schilling and Jones (2023) covers these topics in chapter 2. Given that space tourism is an embryonic industry dependent on technological innovation, instructors might also use this case in innovation or entrepreneurship-related courses. This case could also be used to address critical issues, such as sustainability, in tourism management courses.

In the past decade, in the space industry, many initiatives intended at offering open access to big data from space multiplied. Therefore, firms started adopting business models (BMs) which lever on digital technologies (e.g. cloud computing, high-performance computing and artificial intelligence), to seize these opportunities. Within this scenario, this article aims at answering the following research question: which digital technologies do impact which components the BM is made of?

An exploratory multiple case study approach was used. Three cases operating in the space industry that lever on digital technologies to implement their business were analyzed. Despite concerns regarding reliability and validity, multiple case studies allow greater understanding of causality, and show superiority respect to quantitative studies for theory building.

Big data, system integration (artificial intelligence, high-performance computing) and cloud computing seem to be pivotal in the space industry. It emerges that digital technologies involve all the different areas and components of the BM.

This paper sheds light on the impact that digital technologies have on the different BM components. It is only understanding which technologies can support the value proposition, which technologies make the infrastructural part able to support this proposition, which technologies may be helpful for delivering and communicating this value to customers and which technologies may help firms to appropriate the value that it is possible to seize the impact of digital technologies on BM.

Purpose: The study aims to extract insights into five significant industries, pharmaceutical, space, defence, renewal energy, and information technology (IT), which have huge potential to make India achieving a five trillion-dollar economy in the future.

Design/methodology/approach: The authors focus on future-driven industries which are not only making India a third highest gross domestic product (GDP) producer country but also reviewing the different aspects of these industries and how they can assist India in achieving a five trillion-dollar economies along with determining India’s self-reliance through different governments initiatives in this direction.

Findings: The findings highlight the importance of inclusiveness of policymakers, stakeholders, private players, foreign investors, and the masses. Their significant contributions especially in the pharmaceutical, space, defence, renewal energy, and IT sectors in terms of creativities, innovations, intellect, executions, implementations, and improvements can assist India in achieving its five trillion-dollars economy soon.

Practical implications: This study offers (1) convincing insights into five key industries, pharmaceutical, space, defence, renewal energy, and IT, which have huge potential to increase total GDP volume shortly and (2) the investment areas for the masses where they can see their world not only self-reliant but also will see huge growth in their invested amount in these industries in future.

Originality/value: The insights of five key industries, pharmaceutical, space, defence, renewal energy, and IT, highlight that India has the potential to achieve a five trillion-dollar economy in the future; however, it does not ignore the significant contribution of other industries in making of total GDP.

This paper, anchored in the resource‐based view of the firm, attempts to develop linkages between firm‐level resources, Porter's competitive strategy space and firm performance and explores them in the context of a new industry – the marketing technology industry.

In the marketing technology industry the authors classify resource configurations (generalists, specialists, innovators) which group firms with distinctive competences on similar resource dimensions. They then map these firm‐level resource configurations onto their respective optimal strategies in the industry's competitive strategy space.

The major findings are: some firms that are close together in strategy space vary in performance; some firms that are close together in strategy space belong to quite different resource configurations; firms that belong to the same resource configuration (i.e. are close together in resource space and distant from others) vary in performance; given the origin (i.e. resource configuration) of a new entrant there exists an optimal strategy that can be theoretically defined; and corresponding to each resource configuration there seems to exist a unique optimal region in strategy space.

It is one of few attempts to empirically explore the parallels between firm level resource‐based and industry level competitive strategies.

The topic of the risk associated with innovation is being investigated through the influence of technological risk on technology adoption.

The paper analyses the dynamics of technology adoption in high technology products thanks to several regressions. The paper uses data gathered from a major European space integrator.

The paper shows that a firm may implement a reliability-based inertia strategy under a specific context. This type of inertia strategy is rational and leads a firm to limit the adoption of new technologies and favours the reuse of proven technologies. This strategy is relevant to facing a risk of decrease in technical reliability.

While the space industry displays some similarities with other capital good industries, it remains specific compared to mass production industries. The current paper should be considered as a preliminary research that aims at structuring the notion of inertia strategy.

In order to increase the commercial demand, the paper proposes that satellite manufactures adopt more intensive reliability-based inertia strategy and institutional demand asks for less experimental satellites.

This paper contributes to show that delays in technology adoption should not systematically be regarded as a weakness. Implementing a strategy that aims at slowing down technology adoption may sometimes improve firm survival. The paper also intends to provide a new insight to the paradoxical nature of change.

The purpose of this paper is to answer the question “will China overtake the USA in the space race?” This paper reviews China’s recent progress in aerospace while developing a wind theory of change to underline the geographic spread of various empires over the past thousand years, a topic studied by one of China’s most prestigious historians, Sima Qian, with a specific interest in 2,500 years of the rise and fall of Chinese kingdoms. Based on the wind theory, China is geared to overtake the USA in the twenty-first century space race. Historically, Chinese have always been fascinated with outer space, and it is felt by many Chinese that the USA, despite its current lead in the field, should work with China to explore outer space.

This paper introduces the philosophy and methodology of Sima Qian for Chinese management, in particular his analytical approach and drawing of lessons from past cases (dynasties) for managing the future which can be considered clearly reminiscent of the Harvard case approach. Evolving from this broad study of patterns by Sima Qian, a wind theory methodology is suggested using an overview of patterns over vast stretches of time, in this case from the Tang dynasty. Etymological analyses are embarked upon to illustrate how the ancient Chinese were interested in learning more about the outer space. Conceptual models are developed to map the current nascent space industry.

After outlining the current developments made by China in aerospace, the overall analysis suggests the following: based on the wind theory of change, China will overtake the USA even in race into space. Given their historical fascination with outer space, Chinese are likely to enter the business of space at the opportune time. When will that be? Most likely when appropriate technologies have been developed, in particular developing safe moon tours for tourists.

Suggests a futuristic look at the space industry that China can enter the market at the opportune time. With their long-term fascination with outer space, China may potentially be the largest market for those in space business.

Introduces a new idea of looking into the future possibilities as embedded in the wind theory of change: the geographical patterns in the rise and fall of empires. If this pattern holds, China will overtake the USA including in the race for outer space. For the first time, this paper draws the relevance of Sima Qian’s analytical, case-based methods for management.

The emerging and rapidly growing space economy warrants initial analysis from an accounting lens. This article explores accounting's role in entity transactions involving outer space activities by addressing two questions: (1) What accounting challenges exist within a developing space economy? (2) What accounting research opportunities exist to address these challenges?

Background context introduces accounting scholars to the modern space economy and its economic infrastructure, providing insight on entity transactions involving activities in outer space. Detailed discussion and analysis of space accounting challenges and research opportunities reveal potential for a robust, interdisciplinary field in the accounting domain relevant for both practitioner and academic spheres. The article concludes with a summary investigation of the future exploration of accounting for space commerce.

Many accounting challenges and opportunities exist now and in the near future for accounting practitioners and scholars to contribute towards humanity's ambitious plans to achieve a sustained presence on the moon sometime during the 2020s and on Mars in the 2030s. All of accounting's traditional subject-matter domain, as well as sustainability accounting matters, will be relied upon in these efforts. Interdisciplinary inquiries and problem solving will be critical for success, with particular collaboration needs existing between accounting and operations management scholars.

This is the first paper to explore accounting for the burgeoning space economy, and to offer insight and guidance on the development of an emerging accounting subfield: space accounting.

This paper aims to discuss the complexities and foresight of Mars colonization. There are many pioneers competing in a space race to Mars, for example, Elon Musk – SpaceX, Jeff Bezos – Blue Origin and Richard Branson – Virgin Orbit. The analyses are focused on the aerospace industry – the process of space adventures to Mars.

This study offers new methodological approaches – the development of a complexity metric and system innovation mode – to analyze how the complexities relate to the systemic nature of innovation. The complexity metric and system innovation model can be applied in various industries. These analysis tools can help gain insights into the strategies for achieving the diffusion of commercial space.

The analyses of findings have shown that, despite various attempts among the pioneers in a space race to colonize Mars (Elon Musk – SpaceX, Jeff Bezos – Blue Origin and Richard Branson – Virgin Orbit, among others), the aerospace industry has not yet reached a stage of commercialization. The commercial space to Mars is of low systemic nature at present. Many companies compete in a space race to develop technologies on a proprietary basis. However, the highest complexity level suggests a multinational and intergovernmental collaboration to achieve economies of scale and economies of scope as well as accelerate the process of technology diffusion – successful commercial space for the interplanetary settlement.

The main contribution that shows originality and value of this paper is the development of a complexity metric and system innovation model which can be used to explore how the complexities relate to the systemic nature of innovation and how they relate to the strategies in managing technological innovations. The new methodological approaches can be used and applied to various industries.