Austin, Texas-based Icon Technology Inc. (Icon) is a 3D-printing company in the construction industry. Jason Ballard co-founded Icon in 2017. Icon’s competitors believe that 3D-constructed houses are 30%–40% cheaper than traditionally built houses, and competition and demand for such homes increased globally by 2021. Ballard, to leverage growing demand for 3D houses, faces resource constraints. How can Ballard expand the business? Is 3D printing genuinely disruptive to the general housing construction industry? Is increasing competition good or bad news for Ballard?
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