Selling the Space Shuttle: Early Developments

Abstract

As NASA during the late 1970s and early 1980s prepared for space shuttle operations, the space agency took steps to ensure that the shuttle not only would be the launcher of choice for all established users of space, especially commercial communications satellite operators, but also would attract new space users. NASA pursued a variety of innovative approaches to achieve these objectives, including a user development program, a user-friendly shuttle pricing policy, the possibility of flying small, self-contained payloads at a low price, and openness to enter into cost- and risk-sharing agreements, designated Joint Endeavor Agreements, with the private sector. NASA actively marketed shuttle launches and in-orbit services on a global basis, in 1983 even printing in several languages a marketing brochure titled “We Deliver” (John M. Logsdon).