Six. Exploring the Alternative Universe
Where does the rubber meet the road?
Goodyear Tire and Rubber Co. is best known for its brand of tires (as well as the dirigible blimp that bears its name). However, the company undertakes research and development in lesser known, but I think equally important, areas that intersect business and science. In 1971, Goodyear worked with NASA to develop a new tire that could withstand the treacherous conditions on Mars. The result was a new material that was stronger than steel. Recognizing the increased durability of the material, Goodyear engineers introduced the technology in its consumer-based business and ...
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