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DESCRIPTION:EVENT CANCELLED\n	Guest: Tiona Zuzul \n\nTheme: -  Managing the 
 promise-risk tension: Recrafting framing of innovation after catastrophic 
 failure. \n\nLearn more about Tiona\n\nAbstract \n\nCatastrophic innovatio
 n failure destabilizes firms\, challenging them to address the causes of t
 he failure internally while also reasserting the worthiness of their innov
 ative efforts to external stakeholders. We examine how firms respond to th
 is challenge by analyzing Virgin Galactic (VG)’s external framing in the a
 ftermath of its fatal 2014 test flight crash and contrasting this framing 
 with its internal design choices. Following the crash\, we find that VG’s 
 framing of its innovation efforts to external audiences did not align with
  its internal design decisions. Remedying the technical cause of the failu
 re only required VG to make small improvements to its technology. In contr
 ast\, VG dramatically reframed its efforts by recalibrating two elements: 
 the promise of the innovation (once completed) and the risk inherent in it
 s development (as it is developed). While VG’s pre-crash framing elevated 
 promise and downplayed risk\, its post-crash framing amplified both. This 
 new framing also decoupled both risk and promise from the technical realit
 y of the firm’s innovation. The sum of these actions allowed VG to elevate
  the significance of its efforts and justify its continued quest. We draw 
 on these findings to theorize the “promise-risk tension\,” and propose how
  innovating firms can manage this tension to buffer against the destabiliz
 ing effects of a catastrophic innovation failure.\n\nRegister Here\n
DTSTART:20240419T143000Z
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SUMMARY:CSSO Speaker Series - Guest Tiona Zuzul
URL:/desautels/channels/event/csso-speaker-series-gues
 t-tiona-zuzul-356427
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