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than conventional airliners but were much more expensive to purchase and to operate. Initially this made them an unattractive proposition for most airlines, who assumed that higher operating costs would mean higher fares that would deter people from flying. But for some travellers, such as business people and celebrities, the benefits of a more comfortable flight and shorter journey times outweighed the additional cost. In time jet engines became more fuel efficient and jet travel began to appeal to mainstream customers. The technology proved disruptive because piston engined airliners (i.e. with propellers), like the Douglas DC7C and the Lockheed Constellation quickly became obsolete. As a result engine makers like Wright who were slow to adopt jet engine technology exited the industry. With the open rotor the new value proposition will be significantly lower emissions. At present this does not appear to be highly valued either by passengers or airlines. But in time this may well change. If emissions are much more tightly regulated either directly or through something like a carbon trading scheme, then this could well change dramatically and open rotor technology could come into its own. If it does then conventional jet powered airliners in use today will become obsolete. This in turn may lead to some existing makers of aircraft and engines going out of business, to be replaced by new entrants who are quicker at adopting open rotor technology. However students need to appreciate there is much uncertainty surrounding this and this makes decisions about developing and adopting such a technology particularly difficult. Q4: Identify and analyse the business strategies employed in this case to facilitate the successful adoption of green innovations. This is a great opportunity to get students to think about the adoption and diffusion of green innovations. To that end students should be directed to the classic text on innovation diffusion by Rogers (1995). Students need to appreciate that especially with green innovations its quite easy to sell an innovation to ‘early adopters’ those individuals and firms that are interested in and enthusiastic about sustainability and efforts to mitigate climate change. Persuading the rest of us is a more difficult task, especially where huge investments in time and money are concerned. Two business strategies that can help are technology demonstrator programmes and niche markets and these are both being used in this case. The SAGE 2 engine is a technology 20PDF Image | Sustainable and Green Engine (SAGE) Aircraft Engine of the Future
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