The Business of Space Conference

Embassy Suites by Hilton // Downtown Huntsville
Jason Greene, Ph.D., Dean, UAH College of Business // Welcome

Enjoy beverages and hors d'oeuvres while networking with leading academics, business leaders, innovators and policy influencers working on the new space economy.

Menu includes:

• Artisan cheese display
• Antipasto display
• Beef empanadas
• Mini crab cakes
• Chicken satay
• Spanakopita
• Goat cheese, sundried tomato crostini
• Dessert: Mini mousse cups, assorted fruit tartlets, assorted petit fours and assorted macaroons

Dietary restrictions

If you have dietary restrictions, please contact us at opce@uah.edu by February 17, 2025. You may also include the restriction when you register.

Charles L. Karr, Ph.D. // President, The University of Alabama in Huntsville

Welcome to the second annual Business of Space Conference.

Enabling America's Space Economy

Akhil Rao, Ph.D.

For over five decades, individuals and teams at NASA and in the private sector have facilitated growth in U.S. commercial space capabilities. Today, NASA has outsized economic impacts across the U.S. economy far in excess of its budgetary outlays. Through strategic partnerships, technology transfer initiatives and innovative contracting approaches, NASA continues to accelerate commercial space development. This sustained investment in America's space ecosystem has created a vibrant commercial space sector that drives innovation, generates high-paying jobs and maintains U.S. leadership in space exploration and technology.

The Power of We: A Partnership-Driven Marketing Strategy

Izzy House

“We choose to go to the moon… not because it is easy, but because it is hard.” This iconic statement reminds us that great achievements are rarely done alone. Partnerships and collaboration have the power to elevate brands, build credibility, and drive success by combining strengths and resources. In this session, we’ll explore how those you work with can amplify your marketing strategy and inspire greater outcomes. Together, we can reach for the stars — because marketing success is better when it’s powered by “we.”

Enjoy a cup of coffee, tea or water while networking with fellow professionals. Whole fruit, packaged chips, chocolate chip cookies and granola bars will also be available.

Dietary restrictions

If you have dietary restrictions, please contact us at opce@uah.edu by February 17, 2025. You may also include the restriction when you register.

Boosting Spaceport Capacity via Infrastructure Investment & Partnerships – Florida’s Approach

Ryan Robertson

The growing demand for launch operations, manufacturing near the launch site, assembly integration and test, processing and refurbishment, and postflight recovery necessitates the expansion and enhancement of spaceport capacities. This session discusses the critical role of ground infrastructure in facilitating this expansion and enhancement, explores the strategic investments required to support increased demand from the space sector, and highlights a few ways strategic partnerships can sustainably boost spaceport capacity.

Media and the New Space Economy: Insights from "The Space Show"

David Livingston, DBA

"The Space Show" has informed space enthusiasts about important issues influencing the space sector, including the new space economy, for 24 years. With a wealth of experience drawn from over 4,300 interviews with the biggest players in space economic development, host Dr. David Livingston provides insights and analysis on how "The Space Show" and space media more broadly serve as partners to stakeholders, helping to advance strategic objectives. This discussion explores opportunities and challenges of advancing the space sector from a space media lens.

Lunch Menu:

Hot buffet with choice of lemon and thyme seared chicken breast or citrus and herb crusted wild salmon. Accompanied by a garden salad with ranch and a Greek lemon vinaigrette, brown rice and green beans. Dessert includes southern pecan pie and double chocolate layer cake. Served with sweet and unsweet tea along with lemonade.

Dietary restrictions

If you have dietary restrictions, please contact us at opce@uah.edu by February 17, 2025. You may also include the restriction when you register.

Connect and network with fellow professionals.

Moderator: Hank Alewine, Ph.D.

Panel:

Daria Opekunova Ph.D., Colorado School of Mines

Taylor Yeazitzis, The University of Alabama in Huntsville

Partnerships with academic researchers can lead to knowledge creation through theoretical frameworks and the application of concepts. While economics is well-established in academic literature, other business disciplines, such as accounting, finance, management, marketing, operations and information systems, are only beginning to consider space-related research contributions. This session features academic business researchers presenting their work and highlighting emerging business research streams, providing insight into how the new space economy may be advanced.

Lunar Energy Solutions: Evaluating the Economic Viability of Lunar Surface Power Systems

Daria Opekunova Ph.D., Colorado School of Mines

Developing reliable and cost-effective power systems is essential for establishing a sustainable cislunar economy. This session will examine the economics of lunar surface power, focusing on cost structures, technological advancements and feasibility assessments. Drawing on terrestrial frameworks like levelized cost of electricity (LCOE), we will evaluate how these models can be adapted to address the moon’s unique environmental challenges, including prolonged lunar nights, radiation exposure and temperature extremes.

We will explore power generation options, such as solar arrays with energy storage, small modular nuclear reactors, power beaming and regenerative fuel cells, assessing their economic trade-offs and suitability for varied lunar applications. The role of in-situ resource utilization (ISRU) is highlighted as a key strategy to reduce operational costs. Additionally, we will consider the implications of scalable infrastructure for supporting small scientific missions and large-scale industrial or settlement activities.

By synthesizing technical and economic dimensions, this session provides a comprehensive framework for advancing lunar surface power systems. We will explore opportunities for innovation and investment, emphasizing the importance of a systems-based approach to power generation that can drive cislunar economic growth and foster international collaboration.

Assessing a Socio-Technical Framework for Affordability Culture

Taylor Yeazitzis, The University of Alabama in Huntsville

Organizations tend to approach the topic of affordability solely from an economic perspective, but for large complex development programs, a holistic approach is necessary. This session explores a socio-technical framework to evaluate current affordability practices.

Socio-technical frameworks are used in complex organizations because they allow for the examination of both social and technical aspects as interconnected organizational components. However, research is limited when attempting to approach affordability from this perspective. This session aims to bridge the gap by validating a socio-technical framework of affordability using survey responses from NASA’s Marshall Space Flight Center and industry members. The findings will contribute to a new approach to affordability and the development of an affordability culture within organizations.

R&D Access to Space: Economic Challenges for a Broader Commercial Demand

Moderator: Christine Kretz

Panel:

Christopher Udall, HudsonAlpha

Olivia Holzhaus, Rhodium Scientific

Kenneth Shields, Sierra Space

At this point in space history, Research & Development (R&D) has primarily occurred in outer space through thousands of experiments on the International Space Station (ISS). As the New Space Economy approaches the end of the ISS era, questions abound on how commercial space enterprises will leverage outer space operations to advance the creation of products and services. In this session, panelists from major space industry stakeholders discuss economic challenges to a broader commercial demand for access to space R&D.

Enjoy a cup of coffee, tea or water while networking with fellow professionals. Roasted red pepper hummus, baba ghanoush and buffalo chicken blue cheese dip will also be served with tortilla chips, pita chips and sea salt deli chips.

Dietary restrictions:

If you have dietary restrictions, please contact us at opce@uah.edu by February 17, 2025. You may also include the restriction when you register.

Moderator: Yeolan Lee, Ph.D.

Panel:

Sven Modell Ph.D., University of Manchester

Liwu Hsu, Ph.D., The University of Alabama in Huntsville

Partnerships with academic researchers can lead to knowledge creation through theoretical frameworks and the application of concepts. While economics is well-established in academic literature, other business disciplines, such as accounting, finance, management, marketing, operations and information systems, are only beginning to consider space-related research contributions. This session features academic business researchers presenting their work and highlighting emerging business research streams, providing insight into how the new space economy may be advanced.

Space Mining as an Emerging Organisational Field: An Institutional Logics Perspective

Sven Modell Ph.D., University of Manchester

Space mining–prospecting and extracting minerals and resources from celestial bodies–has emerged as an integral part of the new space economy and is a frequent topic of discussion and research in space-related literature. In response to recent calls for management and scholars to take a greater interest in this economy, this session advances a theoretical framework that conceptualizes space mining as an emerging field. In contrast to prior research, which focused on what might constitute appropriate governance, this shifts our focus to how such regimes may be institutionalized as the field evolves. To understand the processes of institutionalization, we must utilize an institutional logic perspective and will explore three institutional logics centered on concerns with entrepreneurialism, sustainability and regulation. This session will also examine how the interplay between these logics has shaped the field of space mining and how they may impact future trajectories. Dr. Modell will discuss the implications of his observations for future research on space mining, including the institutional logic perspective.

Leveraging Unique Marketing Strategies for Space Commerce: Marketing’s Role in Building Strategic Partnerships

Liwu Hsu, Ph.D., The University of Alabama in Huntsville

This session will examine the nuanced role of marketing in the burgeoning sector of space commerce, focusing on the adaptation of branding strategies to the unique challenges and opportunities presented. By incorporating classical marketing theories with dynamics peculiar to the new space economy, we will explore a framework for leveraging strategic partnerships to enhance brand value and market presence in space-related businesses.

Considerations for Public/Private Partnerships in the New Space Economy

Moderator: Jeremy Fehrenbacher

Panel:

Molly Mulligan, Ph.D., Redwire

Tim Alatorre, Above Space

Reggie Spivey, Tec-Masters, Inc.

Tracy Lamm, Lockheed Martin Space

The emergence of the new space economy has unlocked significant opportunities for commercial enterprises in low earth orbit (LEO) and beyond. As private sector activity expands alongside ongoing public space endeavors, the dynamics of public/private partnerships are evolving. This session brings together industry experts to explore the challenges and opportunities of fostering successful collaborations between government and industry stakeholders in the multi-domain arena.

Jason Greene, Ph.D. // Dean, UAH College of Business

Thank you for joining us at the 2025 Business of Space Conference.

View restaurants near the Embassy Suites Hotel.

David Puleo, Ph.D. // Provost and Executive Vice President of Academic Affairs, The University of Alabama in Huntsville

Welcome to day two of the second annual Business of Space Conference.

Session–The Promise and Perils of Microgravity Ventures: An Investor's Perspective

Ben Roberts

This keynote will examine the financial and operational challenges faced by entrepreneurs developing innovative biotech and advanced materials products and services in microgravity. It will also discuss the opportunities and risks of financing this nascent industry from the perspective of potential investors.

Building the Space Ecosystem – Diplomacy, Trade and Managing Traffic

Rose Croshier

The Office of Space Commerce (OSC), a small but rapidly growing office within the Department of Commerce, plays a pivotal role in shaping the future of the new space economy. This session will explore the challenges and opportunities OSC has encountered in implementing U.S. government commitments to international space cooperation, trade, and diplomacy while offering insights into what the future holds.

Enjoy a cup of coffee, tea or water while networking with fellow professionals. Sweet and salty snack mix, fruit and cheese platters and chocolate chip and oatmeal raisin cookies will also be available.

Dietary restrictions

If you have dietary restrictions, please contact us at opce@uah.edu by February 17, 2025. You may also include the restriction when you register.

Moderator: Liwu Hsu

Panel:

Yeolan Lee, Ph.D., The University of Alabama in Huntsville

Jingning Ao, Ph.D.; Morgan State University

Partnerships with academic researchers can lead to knowledge creation through theoretical frameworks and the application of concepts. While economics is well-established in academic literature, other business disciplines, such as accounting, finance, management, marketing, operations and information systems, are only beginning to consider space-related research contributions. This session features academic business researchers presenting their work and highlighting emerging business research streams, providing insight into how the new space economy may be advanced.

Geopolitical Ecosystems and Space Sustainability

Yeolan Lee, Ph.D., The University of Alabama in Huntsville

The space sector’s rapid growth and the rise of the new space era are being driven by the entry of private companies, such as SpaceX and Blue Origin, into the global space economy.

As an increasing number of private companies engage in space activities, sustainability issues–particularly the issue of space debris–are emerging. Currently, no frameworks exist to guide researchers in understanding and analyzing public/private partnerships within geopolitical ecosystems. This lack of structure makes it challenging to understand organizational design issues related to space debris and to analyze the key factors such as common pool resources, activities, actors, and both formal and informal institutional mechanisms.

Through in-depth analysis, this session concludes that both public and private organizations working in collaborative ecosystems have dual roles: generating space debris (polluting) and implementing mitigation measures (cleaning). These conflicting roles hinder the development of effective solutions to mitigate space debris.

Discursive Strategy in ‘Self-Celebritizing’ Entrepreneurial Firms: Video-Based Analysis of SpaceX

Jingning Ao, Ph.D.; Morgan State University

The discursive strategy involves using words, visuals and audio to inform stakeholders, shape perceptions and gain support. However, the use of discursive strategy on social media to self-celebritize entrepreneurial firms is not well understood, despite the potential benefits of increased visibility, reduced uncertainty and enhanced differentiation.

This session examines the use of discursive strategies through social media for self-celebritization through an inductive analysis of the 50 most-viewed SpaceX YouTube videos from 2008 to 2023. The findings suggest that videos serve as powerful tools for communicating ideas about disruptive innovation and inspire stakeholders to pursue future-focused developments.

Fireside Chat — Space Force Acquisitions: Delivering War-Winning Space Capabilities with Col. Michelle K. Idle and Damon Feltman

Colonel Michelle K. Idle and Damon Feltman

Colonel Michelle Idle, Deputy Commander of Space Systems Command, provides an overview of the Space Force's acquisition organizations and their collaborative efforts to deliver dominant space capabilities for the joint warfighter. She will also discuss Space Systems Command's latest Command Plan to acquire, develop and field integrated and resilient warfighting space systems, and how these efforts support the Nation's strategic advantage in space.

Lunch Menu:

Hot buffet with choice of spring herb and dijon pork tenderloin and grilled flank steak. Served with a classic Caesar salad, roasted red potatoes and grilled ratatouille. Dessert includes carrot and red velvet cake. Served with sweet and unsweet tea along with lemonade.

Dietary restrictions

If you have dietary restrictions, please contact us at opce@uah.edu by February 17, 2025. You may also include the restriction when you register.

Closing Remarks

Hank Alewine, Ph.D., CPA // Conference chair, The University of Alabama in Huntsville, College of Business

Thank you for joining us at the 2025 Business of Space Conference.

Tour Options:

United Launch Alliance (ULA) enterprise tour (Guided)

The shuttle will leave at 1:00 p.m. for the ULA enterprise tour.

U.S. Space & Rocket Center (Self-Guided)

Explore the U.S. Space & Rocket Center at your leisure.

See details below