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Chapter 1: Introduction 3 _______________________________________________________________________________________________________________________________________________ spaceflight technologies and advocates of low‐cost spaceflight technology and policy.” This industry segment was an appealing choice for four reasons. First, it is a nascent industry segment, with rapid technological change, and ambitious new entrants seeking to disrupt entrenched aerospace incumbents – characteristics likely to attract technology entrepreneurs dissatisfied with the status quo and seeking to bring about change. Second, it is poised for continued and accelerating growth, making any potential findings more relevant; Martin (2014) writes: “Increased competition and new capabilities will change the market place forever.” Third, the new entrants in this segment have adopted a rich variety of organizational forms to challenge the status quo. Fourth, the author of this thesis is an experienced aerospace engineer and founder of a startup in an adjacent segment of the aerospace industry, and is familiar with the technologies and industry structure. The three cases examined here are Sir Richard Branson and Virgin Galactic (https://virgingalactic.com), Peter Diamandis and XPRIZE (https://xprize.org), and Elon Musk and SpaceX (https://spacex.com). The main source material for each case was a published book: The Virgin Way: If it’s not Fun, it’s not Worth Doing (Branson, 2015), Bold: How to Go Big, Achieve Success, and Impact the World (Diamandis & Kotler, 2015), and Elon Musk: Tesla, SpaceX, and the Quest for a Fantastic Future (Vance, 2015), respectively. _______________________________________________________________________________________________________________________________________________ Copyright © 2018 Ewan ReidPDF Image | Carbon Removal
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