Reinventing Airbus

Published 01 Jan 1999
Reference 4782
Topic Strategy
Summary

Airbus is contemplating changing its legal structure and launching a super-jumbo to compete with the 747, but the consortium is divided on strategic priorities. Should it focus on changing its legal structure? Should it maintain a market-share strategy? Should the consortium seek a truce in the price war with Boeing?

Teaching objectives

The case�s objective is to discuss the strategic options for Boeing and Airbus and to understand how Airbus� idiosyncratic structure and internal decision-making process affect the nature of the competition with Boeing.

Keywords
  • RD0599
  • AVIATION