Operation of the space shuttle fleet, which offers tremendous technological opportunities, raises a number of complex marketing questions. Explication of key marketing issues may stimulate further examination by a wide variety of theoreticians and practitioners. Diverse perspectives on developing this frontier will serve as guidance to public policy makers whose decisions will profoundly affect U.S. competitive posture in world markets, competition among and within industries, and ultimately, many facets of all our lives.
Get full access to this article
View all access options for this article.
References
1.
BauerRaymond A., and FennDan H.Jr. (1972), The Corporate Social Audit, New York: Russell Sage Foundation.
2.
BerelsonBernard, and SteinerGary A. (1964), Human Behavior: An Inventory of Scientific Findings, New York: Harcourt Brace.
3.
BowenHoward R. (1953), Social Responsibilities of the Businessman, New York: Harper.
Business Week, (1981), “A Bargain-Basement Challenge to NASA,” (June 22), 42.
6.
Chemical and Engineering News (1978), “Government Rapped for Stifling Business R & D,”56 (August 21), 18–19.
7.
Committee on Social Measurement (1977), The Measurement of Corporate Social Performance, New York: American Institute of Certified Public Accountants.
8.
CovaultCraig (1978), “Boeing Eyes Private Shuttle Operation,”Aviation Week and Space Technology, 109 (October 2), 23.
9.
DyerRobert F., and ShimpTerence A. (1977), “Enhancing the Role of Market Research in Public Policy Decision Making,”Journal of Marketing, 41 (January), 63–67.
10.
EngelJames F., BlackwellRoger D., and KollatDavid T. (1978), Consumer Behavior, 3rd ed., Hinsdale, IL: Dry-den.
11.
GarretDavid (1980), “NASA Not Taking Passenger Reservations for Shuttle,”NASA NEWS, Release No. 80–82 (January 8).
12.
GerstenfeldArthur, ed. (1979), Technological Innovation: Government/Industry Cooperation, New York: Wiley.
13.
GreeneC. Scott, and MiesingPaul (1984), “NASA's Space Shuttle: Policy Decisions in the Wake of Kondratieff Wave Interactions,”Journal of Public Policy and Marketing, forthcoming.
14.
GreyJerry (1979), Enterprise, New York: Morrow.
15.
HalalWilliam E. (1980), “A Survey of Social Reporting Methodology,” in Business Environment/Public Policy 1979 Conference Papers, PrestonLee E., ed., St. Louis: AACSB, 247–253.
16.
HertzfeldHenry R. (1980), “The Impact of NASA Research and Development Expenditures on Technological Innovation and the Economy,” paper presented at international colloquium, “Economic Effects of Space and Other Advanced Technologies,” sponsored by European Space Agency and by Louis Pasteur University, Strasbourg, France (April).
17.
HollomanJ. Herbert and Members of the Center for Policy Alternatives, M.I.T. (1979), “Government and the Innovation Process,”Technology Review, 81 (May), 30–41.
18.
HorwitchMel, and PrahaladC. K. (1976), “Managing Technological Innovation—Three Ideal Modes,”Sloan Management Review, 17 (Winter), 77–89.
19.
KotlerPhilip (1979), “Strategies for Introducing Marketing into Nonprofit Organizations,”Journal of Marketing, 43 (January), 37–44.
20.
KotlerPhilip, and LevySidney J. (1971), “Demarketing, Yes Demarketing,”Harvard Business Review, 49 (November-December), 74–80.
21.
KrepsTheodore J., and WrightKathryn Robertson (1940), Measurement of Social Performance of Business, monograph no. 7, “Investigation of Concentration of Economic Power, study made for Temporary National Economic Committee,” Washington, DC: U.S. Government Printing Office.
22.
LargeArlen J. (1982a), “Space Shuttle's Flight Rates Will Soar in 1985 in a Bid to Cover Operating Costs,”Wall Street Journal, 199 (June 16), 14.
23.
LargeArlen J. (1982b), “Small Projects Get a Chance on the Shuttle,”Wall Street Journal, 199 (June 24), 31.
24.
MaxwellW. David (1970), Price Theory and Applications in Business Administration, Pacific Palisades, CA: Goodyear.
25.
MiesingPaul (1980), “Developing NASA's Policies for Non-Scientific Uses of the Space Shuttle,” Intercollegiate Case Clearinghouse #9-380-614; reprinted as “NASA and Non-scientific Uses for the Space Shuttle,” in Strategic Management and Policy, DigmanLester A., ed., Piano, TX: Business Publications, Inc.
26.
National Aeronautics and Space Administration (1978), Spinoff 1978: An Annual Report, Washington, DC: U.S. GPO.
27.
National Aeronautics and Space Administration (1981), Spinoff 1981: An Annual Report, Washington, DC: U.S. GPO.
28.
National Aeronautics and Space Administration, Office of Financial Management (1981), Space Shuttle: Billing, Accounting, Collection System, Washington, DC: U.S. GPO.
29.
PrestonLee E., ed. (1980), Business Environment/Public Policy 1979 Conference Papers, St. Louis: AACSB.
30.
SamuelsonPaul A. (1973), Economics, 9th ed., New York: McGraw-Hill.
31.
SmithJon Michael, KrampfRobert F., and JacobsonLeonard J. (1978), “Development and Implementation of NASA's STS Reimbursement Policy,”Journal of Contemporary Business, 1 (Summer), 31–39.
32.
Space: A Resource for Earth (1977), New York: American Institute for Aeronautics and Astronautics.
33.
Time (1979), “The Sad State of Innovation,”114 (October 22), 70–71.
34.
Time (1982a), “Here Come the Europeans,”119 (February 8), 63.
35.
Time (1982b), “Outer Space Entrepreneurs,”120 (September 20), 19.
36.
U.S. Congress, House Committee on Science and Technology (1979), The Space Industrialization Act of 1979, Hearings before the Subcommittee on Space Science and Applications of the Committee on Science and Technology, U.S. House of Representatives, on H.R. 2337, 96th Congress, 1st session.
37.
U.S. Congress, House Committee on Science and Technology (1980), Space Shuttle 1980, Status Report, for the Committee on Science and Technology, U.S. House of Representatives, 96th Congress, 1st session.
38.
Wall Street Journal (1980), “Engine's Failure May Cripple Europe's Effort to Compete with the Space Shuttle,”195 (May 28), 20.
39.
Wall Street Journal (1981a), “Technology,”197 (January 16), 21.
40.
Wall Street Journal (1981b), “Troubled Space Shuttle Is Slated to Be Launched Early Next Month, with Much Riding on Success,”197 (March 19), 56.
41.
WeberDavid O. (1980), “Health, The Dreams: Here Comes the Test-Tube Shock Wave,”California Business, 15 (October), 52–56.
