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Interviewee: Ron Westrum Ron Westrum is Professor of Sociology Emeritus at Eastern Michigan University. He specializes in the sociology of science and technology, and in the dynamics of corporate culture. He has written three books, and some fifty technical papers. His last book is Sidewinder: Missile Design at China Lake, now in its fourth printing. He is well known for his "continuum of corporate culture" based on the flow of information, which has been adopted by many large technical organizations. He has worked on system safety in aviation and medicine, and given talks for many groups supported by NATO and the United Nations. Interviewer: Noopur Pathak (Chief Media Editor, INNOVATION ROOTS)