Virgin Galactic: Diffusion of Innovation in Space Tourism? (Teaching note)

Teaching note - See case 'Virgin Galactic: Diffusion of Innovation in Space Tourism?' for full details

This case is intended for both undergraduate- and graduate- level courses on creativity and innovation, strategic marketing, and business strategy. It deals with innovation, diffusion of innovation, and responsible innovation in space tourism as offered by Branson through Virgin Galactic. The case also discusses the concerns of experts and critics regarding space tourism and Branson's claims about the advantages of space tourism, where Virgin Galactic is supporting several space-related research and development projects. After working through the case and assignment questions, students will be able to do the following ·define the concept of responsible innovation; ·describe how diffusion of innovation takes place across society; ·critically analyze whether space tourism has market potential, and identify the factors that a space company should consider when forecasting market demand; ·explain the significance of exploratory versus exploitation innovation in identifying business opportunities; and ·examine whether space tourism is actually a marketing gimmick.

space; diffusion of innovation; responsible innovation; marketing gimmick; related diversification; market demand; forecast

Undergraduate/MBA

Other Services
United States
Large

Année de la problématique : 2018

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