Analysis of a "Meta-Trade Study" Interpretation of Decision-making with a Value Proposition for Space Programs
Rockower, Edward B.
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Tightening budgets and greater competition for funding are increasing the need to more completely, persuasively, and transparently value and market complex, and often exotic, Space Programs. This is driving an expanding view of what's required in an engineering, economic, and political language of discourse. Words and phrases like holistic, future generations, new frontiers, vision, inspiring, and sustainable are increasingly important to encompass the full range of stakeholders, the full spectrum of societal needs and values, and the vastly differing awareness, sophistication, and priorities among stakeholders. There's a well-known saying in Sales, that "you sell the sizzle, not the steak". This is increasingly necessary to achieve widespread understanding, public buy-in, and sustainability. We consider how the components of a "value proposition" may be mapped to corresponding parts of the final report for a kind of "Meta – Trade Study" with respect to allocation of Society's resources among alternative objectives and programs. We investigate how that viewpoint helps us to understand, quantify and communicate a "Value Proposition for Space". We also point out limitations of this perspective, hence areas that must be extended, and suggest how this may be done.
The article of record as published may be found at http://dx.doi.org/10.2514/6.2006-7225
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