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- March 2022
- Case
Boeing Commercial Airplanes: Industry Leadership Lost (Four Key Decisions)
By: Richard L. Nolan and Robert D Austin
- January 22, 2020
- Article
Making Honest Conversations the Norm
By: Michael Beer
Much admired companies like Boeing and Wells Fargo sacrifice their competitive advantage. Some make huge ethical blunders. As a result, shareholders suffer huge losses in value while employees, customers, and society lose trust and confidence in the institution. Based...
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- January 15, 2020
- Article
It's Time for Boeing's New CEO to Restore Trust by Putting People First
- October 2019 (Revised June 2020)
- Supplement
Airbus vs. Boeing (G): New Planes and Upgrades (2011)
By: Ramon Casadesus-Masanell and Karen Elterman
This case describes the first commercial flight of Boeing's 787 Dreamliner in 2011, three years after originally planned, as well as the first commercial flight of Airbus' superjumbo, the A380, in 2007. It also describes the companies' current endeavors in 2011,...
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- October 2019
- Supplement
Airbus vs. Boeing (H): Wing Cracks and Battery Fires (2013)
By: Ramon Casadesus-Masanell and Karen Elterman
This case describes an issue with the batteries of Boeing’s 787 Dreamliner planes overheating and sometimes catching fire in 2013. The planes were grounded for several months until Boeing introduced new safety measures. The case also discusses a problem with cracks on...
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- October 2019
- Supplement
Airbus vs. Boeing (I): Airbus Introduces the A350 (2015)
By: Ramon Casadesus-Masanell and Karen Elterman
This case describes the introduction of Airbus’ A350XWB (Xtra Wide Body) in 2015. It also describes Airbus and Boeing’s current endeavors in 2015, including Airbus’ development of the A330neo (new engine option) , Boeing’s work on the 737 MAX, and Boeing’s announcement...
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- October 2019
- Supplement
Airbus vs. Boeing (J): New Plane Developments (2016)
By: Ramon Casadesus-Masanell and Karen Elterman
This case describes Airbus and Boeing developments in 2016, including Airbus' delivery of the first A320neo (new engine option) and Boeing’s work on the 737 MAX and 777X programs. It also notes Airbus’ restructuring in 2016.
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- October 2019
- Supplement
Airbus vs. Boeing (K): New Partnerships (2018)
By: Ramon Casadesus-Masanell and Karen Elterman
This case describes Airbus’ partnership with the Montreal-based aircraft manufacturer Bombardier beginning in 2017. The two companies partnered on the C Series of aircraft (later named the A220 Family), which consisted of small aircraft with 100–150 seats. The case...
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- October 2019
- Supplement
Airbus vs. Boeing (L): Discontinuing the A380 (February 2019)
By: Ramon Casadesus-Masanell and Karen Elterman
This case describes Airbus’ February 2019 announcement that it was ending production of the A380, with the last delivery scheduled for 2021. The announcement followed an order cancellation by Emirates, a major customer of the A380. The A380 had faced significant...
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- October 2019 (Revised June 2020)
- Supplement
Airbus vs. Boeing (M): MAX 8 Disasters (July 2019)
By: Ramon Casadesus-Masanell and Karen Elterman
This case describes the October 2018 and March 2019 crashes of Boeing MAX 8 jets, which together killed over 300 passengers. The planes involved in both crashes shared a problem with a software system called MCAS, which Boeing had revamped at the last minute prior to...
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- October 2019
- Supplement
Airbus vs. Boeing spreadsheet supplement
These NPV calculations are meant to supplement the TN for the Airbus vs. Boeing cases.
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- October 2019
- Supplement
AirbusBoeing, Exhibits
These exhibits are meant to accompany the TN for Airbus vs. Boeing (A)-(F).
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- March 14, 2019
- Article
How Boeing Should Have Responded to the 737 Max Safety Crisis
By: Sandra J. Sucher
- Article
Why Every Organization Needs an Augmented Reality Strategy
By: Michael E. Porter and James E. Heppelmann
While the physical world is three-dimensional, most data is trapped on two-dimensional pages and screens. This gulf between the real and digital worlds prevents us from fully exploiting the volumes of information now available to us. Augmented reality (AR), a set of...
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- October 2017
- Teaching Note
Accounting Turbulence at Boeing
By: Jonas Heese and Suraj Srinivasan
Teaching Note for HBS No. 118-020.
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- August 2017 (Revised September 2018)
- Case
Accounting Turbulence at Boeing
By: Jonas Heese, Suraj Srinivasan, David Lane and James Barnett
Unlike its rival Airbus, Boeing had used a practice called program accounting to record its commercial aircraft expenses since the 1980s. Program accounting allowed Boeing to expense estimated average costs instead of the actual production costs of an aircraft. This...
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- July 2017 (Revised January 2020)
- Background Note
Primer on Multiples Valuation and Its Use in the Private Equity Industry
By: Victoria Ivashina and Henrik Boe
This note explores the mechanics of multiples, different types of multiples, when and how to use them, and common pitfalls associated with multiples valuation. While a multiples approach is a very convenient valuation method, breaking down the underlying assumptions...
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- January 2016 (Revised December 2016)
- Case
Airbus versus Boeing (A)
Looks at the development of the competitive actions between Airbus and Boeing from 1992 to 2006. Begins with the question of whether Airbus and Boeing should collaborate on the development of a VLCT (Very Large Commercial Transport) or whether Airbus should develop...
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- February 2015 (Revised May 2015)
- Case
Boeing 787: Manufacturing a Dream
By: Rory McDonald and Suresh Kotha
This case traces the design and development of the Boeing 787 Dreamliner. Emphasis is on executive leadership and firm strategy in coordinating across a global network of partners in the production of a new aircraft.
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