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DESCRIPTION:Tiona W. Zuzul\n\nAssistant Professor of Business Administratio
 n – Harvard Business School\n\nMANAGING THE PROMISE-RISK TENSION: RECRAFTI
 NG FRAMINGS OF INNOVATION AFTER CATASTROPHIC FAILURE\n\nDate: Friday\, Apr
 il 19\, 2024\n	Time: 10:30 am to 12:00 pm\n	Location: VIRTUAL WORKSHOP\n\nRS
 VP by Friday\, April 12\, 2024 - 5.00 pm\n\nAbstract: \n\nCatastrophic inn
 ovation failure destabilizes firms\, challenging them to address the cause
 s of the failure internally while also reasserting the worthiness of their
  innovative efforts to external stakeholders. We examine how firms respond
  to this challenge by analyzing Virgin Galactic (VG)’s external framing in
  the aftermath of its fatal 2014 test flight crash and contrasting this fr
 aming with its internal design choices. Following the crash\, we find that
  VG’s framing of its innovation efforts to external audiences did not alig
 n with its internal design decisions. Remedying the technical cause of the
  failure only required VG to make small improvements to its technology. In
  contrast\, VG dramatically reframed its efforts by recalibrating two elem
 ents: the promise of the innovation (once completed) and the risk inherent
  in its development (as it is developed). While VG’s pre-crash framing ele
 vated promise and downplayed risk\, its post-crash framing amplified both.
  This new framing also decoupled both risk and promise from the technical 
 reality of the firm’s innovation. The sum of these actions allowed VG to e
 levate the significance of its efforts and justify its continued quest. We
  draw on these findings to theorize the “promise-risk tension\,” and propo
 se how innovating firms can manage this tension to buffer against the dest
 abilizing effects of a catastrophic innovation failure.\n\n\n\n\nWe are pr
 oud to announce that our event has been awarded a Gold Sustainable Event c
 ertification by the 91������ Sustainable Events program run by the 91������ Of
 fice of Sustainability. \n\n \n\n\n\nNous sommes fiers d’annoncer que notr
 e événement a été certifié comme événement D’Or par le programme Événement
 s durables 91������ du Bureau du développement durable de l’Université McGil
 l\n
DTSTART:20240419T143000Z
DTEND:20240419T160000Z
SUMMARY:CSSO Speaker Series: Tiona W. Zuzul
URL:/desautels/channels/event/csso-speaker-series-tion
 a-w-zuzul-356423
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