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Elon Musk and SpaceX Steven Muegge and Ewan Reid tag relevant passages of text, followed by event coding of the incidents to identify and specify a set of emancipation events. We then enfolded additional evidence, context, and perspectives from other sources, including published interviews with Musk, press releases from the SpaceX website, and articles about Musk and SpaceX. Each event record in the QDA software preserved links to evidence in the source material. Our use of publicly-available sources (rather than primary interviews) is similar to the approach of Rindova et al. (2009) in the seminal article about emancipation. First-hand accounts by the focal entrepreneur are triangulated with stories from others and with other publicly-available records. Our outcome is a set of case results, presented in a narrative form, structured using the constructs of the emancipation perspective. We report seventeen emancipation events: • Six seeking autonomy events as the impetus for entrepreneurship, describing Musk’s perceived need to break free of or break up a perceived constraint • Seven authoring events of Musk taking ownership by defining relationships, arrangements, and rules of engagement, and changing the positions of power • Four making declarations events of Musk’s discursive and rhetorical acts about change- creating intent Elon Musk and Space Exploration Technologies Corporation (SpaceX) According to the company website: “SpaceX designs, manufactures and launches advanced rockets and spacecraft. The company was founded in 2002 to revolutionize space technology, with the ultimate goal of enabling people to live on other planets.” Elon Musk was born in South Africa in 1971, moved to Canada in 1989 to attend Queen’s University (Kingston, Ontario), then transferred to the University of Pennsylvania in 1991. After completing degrees in economics and physics, he moved to to Silicon Valley in 1995, where he launched and exited two technology startups. Vance (2015, p. 14) summarizes this period prior to SpaceX, as follows: “Fresh out of college, he founded a company called Zip2—a primitive Google Maps meets Yelp. That first venture ended up a big, quick hit. Compaq bought Zip2 in 1999 for $307 million. Musk made $22 million from the deal and poured almost all of it into his next venture, a startup that would morph into PayPal. As the largest shareholder in PayPal, Musk became fantastically well-to-do when eBay acquired the company for $1.5 billion in 2002”. Musk moved to Los Angeles in 2001. Regarding this move, Vance writes, “While Musk didn't know exactly what he wanted to do in space, he realized that just by being in Los Angeles he would be surrounded by the world's top aeronautics thinkers. They could help him refine any ideas, and there would be plenty of recruits to join his next venture” (p. 99). One of those people was Robert Zubrin, an aerospace engineer, advocate of human exploration of Mars, and co-founder of The Mars Society (https://www.marssociety.org). Like Musk, Zubrin was frustrated by the priorities and slow progress at NASA, saying, “America’s human spaceflight program is now adrift” (2013, p. 24). He nevertheless noted “a bright spot on the horizon in the form of a wave of entrepreneurial activity, most particularly that of the SpaceX company” (p. 54). Zubrin (2013, p. 56) describes some of his impressions of Musk: “Unlike the other would-be space magnates, Musk did not simply throw an expendable chunk of his fortune into the game; he put the full force of his talent and passion into it. When I met Musk in 2001, he had a good grasp of scientific principles, but knew nothing about rocket engines. When I visited him at his first small factory in Los Angeles in 2005, he knew everything about rocket engines. By the time of my next visit a few years later, he had experienced two straight failures of his first launch vehicle, the Falcon 1, but was determined to push on despite the blows to his finances and reputation. It is this level of commitment that has made all the difference. None of the other billionaire-backed space startups have ever cleared the tower. SpaceX has delivered Cargo to the space station and will soon be sending people”. By all close accounts (for example, Zubrin, 2013;PDF Image | TIM Review 2019
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