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Elon Musk and SpaceX Steven Muegge and Ewan Reid components have been renamed, new components have been added, and some components are no longer used. However, the principle of a modular platform architecture remains deeply entrenched). SpaceX sourced key capabilities in-house and “increased its internal welding capabilities so that it could make the fuel tanks in [a SpaceX facility] and ditch Spincraft [a suppler]” (p. 132). “[Musk] doesn't want to handle a few launches per year or to rely on government contracts for survival. Musk's goal is to use manufacturing breakthroughs and launchpad advances to create a drastic drop in the cost of getting things to space” (p. 217). Musk’s ambitions about Mars shaped even the earliest design decisions about system architecture and components intended for low Earth orbit: “NASA researchers studying the Dragon design have noticed several features of the capsule that appear to have been purpose built from the get-go to accommodate a landing on Mars ... It could be feasible for NASA to fund a mission to Mars in which a Dragon capsule picks up samples and returns them to Earth” (p. 235). A sixth example was commercial contracts. Prior to SpaceX, NASA contracted only with traditional aerospace and military suppliers. In 2006, SpaceX contracted with NASA and the U.S. Military to develop technology, and in 2008, to operate missions. In 2012, a Dragon capsule became the first private spacecraft to dock with the International Space Station (Chang, 2012). In 2019, a Crew Dragon capsule became the first private spacecraft rated for human transportation to dock with the ISS (O’Callaghan, 2019); it returned successfully to earth a few days later for an ocean landing (Wall, 2019). SpaceX expects to transport a human crew to the ISS later in 2019. A seventh example was a viable plan for humans as an interplanetary species. If a catastrophic event were to render Earth unfit for human life, neither human civilization nor the human species would survive. “Musk's ultimate goal” according to Vance, is “turning humans into an interplanetary species. This may sound silly to some, but there can be no doubt that this is Musk's raison d'etre” (p. 331). Musk (2017, p. 46) writes: “Why go anywhere? I think there are really two fundamental paths. History [is] going to bifurcate along two directions. One path is we stay on Earth forever, and then there will be some eventual extinction event. I do not have an immediate doomsday prophecy, but eventually, history suggests, there will be some doomsday event. The alternative is to become a space-bearing civilization and a multi-planetary species, which I hope you would agree is the right way to go.” Consistent with the emancipation perspective on entrepreneuring, Musk took ownership by defining new arrangements in place of the established status quo of the traditional space industry. He first became embedded in the social communities of people in the space industry through action and investment, then sought to privately obtain unconventional launch vehicles, then launched SpaceX with his own personal funds as a Silicon Valley space company, utilizing unconventional launch facilities, developing a modular platform of re-usable components, and securing commercial contracts, with an ultimate goal of making humans an interplanetary species. Musk’s SpaceX status quo operated under different rules and arrangements than the traditional space industry status quo that it displaced, and preserved emancipatory potential for continued change. Third Core Element: Making Declarations Making declarations refers to “unambiguous discursive and rhetorical acts regarding the actor's intentions to create change” ... “[d]eclarations are intended for specific audiences and are bound by customs of rhetoric, speaking, and listening” (Rindova et al. 2009, p. 485, 486). Unlike legitimation activities that disguise differences, entrepreneuring may involve exposing contradictions and differences to generate stakeholder support for an intended change in the status quo. Contestations from others may be an inevitable consequence of declarations: “The process of declaration and contestation ... is also one of meaning and rhetoric and ultimately of altering societal beliefs about the very nature of things” (p. 486). The entrepreneur making declarations positions an entrepreneurial project within the web of meaning within which stakeholders interpret the value of products and activities. A first example of making declarations was Musk’s commitment and persistence to building a SpaceX launch vehicle. After failing to secure a Russian missile in 2002, Musk declared: “I think we can build this rocket ourselves” (p. 107). The SpaceX website boldly stated: “SpaceX is privately developing the entire Falcon rocket from the ground up, including both engines, the turbo- pump, the cryogenic tank structure and the guidance system” (p. 118). Initial reactions were tepid: “As word travelled around the space community about Musk's plans, there was a collective ho-hum [from people who had seen this situation before]... The techies usuallyPDF Image | TIM Review 2019
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