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Virgin Galactic: Crafting a Blue Ocean Strategy in Space

Bharat Rao
Space tourism refers to the concept of paying customers traveling into space, it is also labeled as “personal spaceflight” or public space travel. Inaccessible to the common man for decades, space tourism finally became a reality in April 2001 when American businessman Dennis Tito paid US $20M to fly to space. Today, a number of competitors are vying to be in pole position as the space tourism market looks like taking off. In this case document, we describe the broad trends in the suborbital space tourism market, and examine the motivations and payoffs for those seeking fun and adventure in space. In particular, we look at the emergent strategy of one of the major consumer-oriented players in the market, Virgin Galactic.




Learning Leadership from Barack Obama - a Short Case Study

Simon Western
In a recent case study I asked if America would vote for a Messiah Leader (Management Online REview, Feb 2008), well the answer has been a huge yes. In that case study I argued that it wasn’t enough to be a Messiah leader, that promising hope, being charismatic and a wonderful orator was never going to deliver on its own. So what took Barack Obama to the Whitehouse and what leadership lessons can be learnt from his victory?




Business Process Outsourcing and India

Sumitro Mukherjee
This article explores the recent boom in business process outsourcing, spurred on by the rapid development of information technology. India is a major destination for BPO and provides a case study of strengths and weaknesses for its future in this field. Business Process Outsourcing is the leveraging of technology or specialist process vendors to provide and manage an organization’s critical and/or non-critical enterprise processes and applications. Outsourcing, Offshore-Outsourcing and Offshoring are used interchangeably despite important technical differences. Outsourcing involves the transfer of organizational function to a third party; when the third party is located in another country it is called Offshore-Outsourcing; whereas offshoring represents the transfer of an organizational function to another country, regardless of whether the work stays in the corporation or not. Outsourcing and offshoring are not new concepts to the global economy. Earlier, offshoring was mostly restricted to manufacturing through technology-transfer during the maturity and decline phases of product life cycle. Major advantages of outsourcing are cost-reduction, comparative advantage by division of labour and economies of scale, lower turn-around time, and data-backup for disaster management. Areas of concern are service quality, data-theft, attrition rate, privacy laws and personal-information misuse and credit-card frauds. There are other issues also like job-losses in the outsourcing country, cultural differences and information security. The Indian outsourcing industry, a fast growing and major investment area, should benefit from an impetus in coming years due to its increased focus on information security and a comprehensive IT Act.




Online Complaint Management at Swisscom: A Case Study

Alexandra Daniela Zaugg
To date, online complaint management has received only limited attention from scholars and practitioners, although it is expected to change because this new way of feedback management can offer considerable advantage for business. To have a first insight into Swiss (online) complaint management, a case study with a major Swiss telecommunications company, Swisscom, was conducted. This article explores how complaint management, and in particular online complaint management, is used in this company.




Real Investment Options: Case Illustrations

Giampiero Favato

Carole Print
Despite the apparent relevance of Real Options to business decisions, they have had limited impact generally, and one problem frequently expressed is that Options Theory is regarded as being notoriously arcane and many discussions that go beyond the conceptual level get trapped in the mathematics. This is unfortunate because Real Options are best understood as a way of thinking and need to be positioned correctly alongside an approach that creates coherent stories about possible future outcomes, which is the territory of scenario analysis.




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