The Making of Boeing's 787 'Dreamliner'
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Case Details:
Case Code : OPER053
Case Length : 17 Pages
Period : 2002-05
Organization : Boeing
Pub Date : 2006
Teaching Note :Not Available Countries : US
Industry : Aircraft Manufacturing
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Please note:
This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.
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"The people of the world made a great choice. The name Dreamliner reflects a new airplane that will fulfill the dreams of airlines and
passengers with its efficient operations, enhanced cabin environment, and the
ability to allow profitable connection to more cities without stopovers. The
name also demonstrates how the airplane's economics will enable more people
around the world to fulfill their dreams of traveling to new places,
experiencing new cultures and staying connected to one another."
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- Rob Pollack, Vice-president of Branding for Boeing
Commercial Airplanes Marketing, in 2003.
"This (the 787) is a big deal for us. If we don't get it
right, it influences our future in the business."2
- Michael Bair, Vice-president of Boeing, in 2003.
The Need for the Dreamliner
Since the late 1990s, the rivalry between the US-based aircraft manufacturer The
Boeing Company (Boeing) and the European consortium Airbus Industrie3
(Airbus) has been intense.
Boeing - the world's largest aircraft manufacturer over several decades - was
beginning to feel the pressure from its rival in Europe (Refer Exhibit I for
market share of Boeing and Airbus between 1990 and 2004).
Airbus mounted a direct challenge to Boeing's dominance in the large aircraft
category (the Boeing 747 Jumbo Jet) with the development of the Airbus A380,
unveiled in January 2005.
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During the 1990s, Airbus's A330 and A340 models had been snapped up by several
airline companies, whereas Boeing had just one big seller among its new
aircraft - the 777.
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Given the lack of buyer interest, Boeing had to shelve two aircraft
manufacturing projects - 747X, and 'Sonic Cruiser,' (an aircraft that would
fly just below the speed of sound) at the turn of the 21st century.
The competition between Boeing and Airbus intensified further after the
September 11, 2001 terrorist attacks on the US.
In the late 1990s, Airbus focused its research efforts on the design of an
aircraft4 with a seating capacity of
more than 500; this was aimed at competing with Boeing's 747, then the
largest commercial aircraft. |
The Making of Boeing's 787 'Dreamliner'
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