The Innovation Station

Under the Virgin Umbrella, Virgin Galactic could be seen as a radical innovation due to its capability to be a completely different product and consumer experience. The fact that Virgin have taken the technologies used for space travel and catered a unique experience aimed at the general public could be seen as radical product and process innovation. Product innovation is the “development of new products, changes in design of established products, or use of new materials or components in the manufacture of established products.” (Policy Studies Institute, 2010).

 

We would like to challenge the theory of Innovation by proposing this, as a hybrid innovation of which is a Product and Process innovation. Our reasoning behind this bold statement is that it is a process innovation in the sense it is taking existing technologies and using them for a new purpose. The concept of going into space has been around since the 50's however the commercialization of this is a new process, of which Virgin would like to be first movers. Past space exploration has been dominated by the acquisition of knowledge for scientists, whereas Virgin are aiming their travel at consumer experience and making something once restricted to a trained and chosen few, available to the masses.

 

Our Hybrid innovation categorization is also contributed to the development of aircraft from the SpaceShipOne to the SpaceShipTwo, which can now accommodate more people and maximize profitability for Virgin. The innovation within this product has allowed Virgin to contribute and continue the space travel continuum, and take existing technologies to the next level.