volume 22, issue 4, P429-453 2008
DOI: 10.1177/1050651908320379
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Andrew Mara

Abstract: This study examines how a very light jet start-up, Eclipse Aviation, changed its ethos appeals in order to survive the loss of its principally declared innovation, a jet aircraft engine. Eclipse Aviation's corporate transformation from a spin-off company to a convergence-of-innovation company hinged on modifying an early marketing strategy. To overcome the loss of the jet engine, employees had to radically modify earlier expert representations and adopt rhetorical appeals that more closely parallel what Mille…

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