The Great Eclipse: A Dream Design Bankrupted by Marketing and Mismanagement and Saved by a Sensible Business Strategy Review

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The Great Eclipse: A Dream Design Bankrupted by Marketing and Mismanagement and Saved by a Sensible Business Strategy ReviewThe author obviously had great access to all of the people involved in this endeavor of trying to bring the "ground breaking everyday" attitude of the technology industries to the art of aircraft design and manufacture. As you read of the internal and industry wide conflicts Vern Raburn aand his team encountered, you can almost see the conflict of buggy whip manufacturers had 100 years before with the advent of the automobile. Maxwell then goes on in detail to show why a good, or even a great idea is not enough to ensure ultimate success. A great read.The Great Eclipse: A Dream Design Bankrupted by Marketing and Mismanagement and Saved by a Sensible Business Strategy Overview"The wonder isn't that the airplane took so long to get built but that it got built at all." Robert GoyerEditor-in-Chief, Flying MagazineVern Raburn - high tech entrepreneur - was a man with a dream and strong opinions.The dream: build a low cost, high speed twin-engine jet aircraft; tocompletely change personal air travel and Eclipse the competition. Thestrong opinions: when comparing the standards of thinking in aviation tothose of Silicon Valley, Raburn said of aviation, "People think we can't doit because they can't. It's the 'if it doesn't exist, it can't exist' theorem." He said of Silicon Valley, "If it doesn't exist, it's a market opportunity."Eclipse Aviation, Raburn's start-up company, created the airplane, won theprestigious Collier Trophy and went bankrupt. Then, against all odds, it wassaved. "The Great Eclipse" tells the story of how crippling culture clashes,supply chain sloppiness, mega-marketing and major mismanagementmade the dream a nightmare.Maxwell takes us on a fascinating journey as Raburn's Eclipse powersthrough the easy money time of the internet bubble, tumbles on technologyand crashes in the global economic crisis. Then, the assets of the companywere plucked from the bankruptcy court and a new Eclipse company took flight, managed with a sensible financial and business strategy. Dennis Maxwell has been writing about technology for over 30 years, at General Electric, SRI International, for a number of Silicon Valley high technology films and forEclipse Aviation.His words have appeared in disparate places, from The American Cinematographer to Congressional testimony. Born in Hamburg, NY, he lives on Johns Island, South Carolina.Students of business seeking an excellent real life company case study involvingan industry "game changing" product that suffered from repeated management and financial missteps will find aseriesof thoughtprovoking business strategy questions in the last section of this book.

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