Business and Marketing Strategy - Aviation R&D | CASE BRIEF
CHALLENGE
Surging fuel prices and environmental concerns in early 2000’s focused attention on problems impacting air transportation, it's customers and facilities. Industry response was weak and unfocused. Leadership did not emerge. Little progress was made within the industry.
SOLUTION
- Formed group of aviation and business leaders to explore market opportunities, new technologies, and business models to jumpstart aviation innovation.
- Defined business model and technology strategies focused on developing and licensing electric propulsion systems, air-frame efficiency, noise mitigation, and flight control systems.
- Developed marketing strategy featuring aviation legend, Polen-Special in "Efficiency on the Move" marketing campaign to gain public visibility and build supplier and investor support.
- Developed Stage3 sub-scale flying test-bed to test and refine promising technologies.
- Developed and flight-tested advanced flight control, sound mitigation, airframe configuration and propulsion innovations.
- Continually expanded collaboration with interested suppliers, service providers and investors.
RESULTS
By early 2007, flight testing of sub-scale Stage3 prototype had proven potential viability of multiple concepts, and construction of full-scale Stage3 test-bed had begun attracting investor interest.
By Mid 2008, the growing economic crisis (great recession) had forced corporate partners to reallocate resources, that suspended investor interest in full-scale Stage3 prototype.
Two decades later, concepts and technologies pioneered by the Stage3 project are driving advanced aircraft and urban mobility development around the world.
The challenges and opportunities are before us… The time to act is NOW... Seize the Day.