SpaceX Written Case Discussion:

Lesson Objectives:

• Diagnose the challenges of disrupting an incumbent industry through creating an alternative value network
• Evaluate how SpaceX is leveraging their unique economic advantages to disrupt the orbital launch industry
• Create disruption strategies for a new entrant in an established industry

Framing Questions:

The Disruptive Innovation framework is a powerful but controversial framework for explaining why some but not all new innovations are successful in "disrupting" existing incumbents with new technologies. In many ways, SpaceX is leveraging its unique economic advantages to disrupt the orbital launch market. Your task is to analyze the SpaceX case and discuss how the company might more effectively apply the disruptive innovation framework to help the company succeed over the long-run.

Second, diagnose the critical overall challenges the company is facing in building reusable rockets and how they can position themselves to disrupt traditional satellite manufacturers.

Third, in your strategic recommendations, focus on how the company can solidify its position itself to take a primary leadership position within the orbital launch industry (if that is even the primary industry focus of the company).

Below is the case worksheet for a list of the questions that needs to be answered in a written case discussion.

1. Describe the key problem(s) or issue(s) the company is facing based on the case

2. Identify the key concepts and frameworks - Identify the key principles, frameworks, or theories that can be applied to this case

3. Identify & Analyze Qualitative and Quantitative Data - Identify evidence related to or based on the quality or character of something (i.e., qualitative data) and/or amount or number of something (i.e., quantitative data).

4. Describe the Results of Your Analyses and Identify the Critical Decision Options - List and prioritize possible recommendations or actions that come out of your analysis. What evidence have you accumulated that supports one interpretation over another?

5. Identify Your Key Strategic Recommendations