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• Supplement | HBS Case Collection | October 2019 (Revised June 2020)

  Airbus vs. Boeing (G): New Planes and Upgrades (2011)

  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, including Airbus' work on the A350 and A320neo (new engine option) and Boeing's development of the 737 MAX. Boeing originally considered replacing the 737 with a completely new and redesigned ("clean-sheet") plane, but utlimately (in part due to pressure from the A320neo) decided to modify the 737 instead.

  Keywords: Airbus; Boeing; Product Development; Air Transportation; Projects; Competition; Air Transportation Industry; Manufacturing Industry;

  Citation:

  Casadesus-Masanell, Ramon, and Karen Elterman. "Airbus vs. Boeing (G): New Planes and Upgrades (2011)." Harvard Business School Supplement 720-382, October 2019. (Revised June 2020.)  View Details

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• Supplement | HBS Case Collection | October 2019 (Revised June 2020)

  Airbus vs. Boeing (M): MAX 8 Disasters (July 2019)

  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 selling the planes, but had failed to mention in its pilot manuals until after the first crash. As of July 2019, the MAX 8 remained grounded worldwide. As the investigation into the MAX 8 continued, a simultaneous investigation into a Boeing 787 factory found that the company had repeatedly ignored reports of manufacturing defects and debris left on 787s from the factory.

  Keywords: Airbus; Boeing; Product Development; Product Design; Air Transportation; Projects; Competition; Safety; Failure; Air Transportation Industry; Manufacturing Industry; United States; Europe;

  Citation:

  Casadesus-Masanell, Ramon, and Karen Elterman. "Airbus vs. Boeing (M): MAX 8 Disasters (July 2019)." Harvard Business School Supplement 720-388, October 2019. (Revised June 2020.)  View Details

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• Case | HBS Case Collection | April 2020 (Revised June 2020)

  Oriental Land Co., Ltd.—Tokyo Disney Resort

  Ramon Casadesus-Masanell and Akiko Kanno

  This case describes the history of Oriental Land Co. Ltd.’s (OLC's) Tokyo Disney Resort (TDR), its operations, the extent of vertical integration, and the challenges it faced in 2018 as OLC's chairman and CEO, Toshio Kagami, contemplated how best to deal with congestion in the park. As of 2018, Tokyo Disneyland and Tokyo DisneySea, the two parks that comprised TDR, were the only Disney parks not owned and operated by Disney. Instead, OLC paid royalties to Disney based on the parks’ revenue (in yen). The parks were immensely popular, but OLC had begun to see lower customer satisfaction ratings in recent years as high attendance led to long wait times. Although it continuously added new attractions to TDR, the company now faced a dilemma regarding how to expand further, given the limited land available around the parks. Kagami also considered whether to focus on OLC's other businesses, such as hotels, and even its nascent agriculture business, which it used to grow food served in the two parks.

  Keywords: strategy for multi-business firm; business models; Growth; theme parks; Disney; Disney parks; licensing; royalties; two-part tariffs; Oriental Land Co.; Tokyo Disneyland; Tokyo DisneySea; Tokyo Disney Resort; Tokyo Disney; growth strategy; hotels; hotel industry; partnership; Development; attractions; rides; Urayasu; Kagami; congestion; pricing; amusement parks; amusement park industry; brand; branding; history; OLC; Corporate Strategy; Competitive Strategy; Business History; Price; Retention; Growth and Development; Growth and Development Strategy; Brands and Branding; Agreements and Arrangements; Contracts; Operations; Vertical Integration; Problems and Challenges; Partners and Partnerships; Business Strategy; Expansion; Rail Transportation; Transportation Networks; Accommodations Industry; Entertainment and Recreation Industry; Tourism Industry; Asia; Japan; Tokyo; United States;

  Citation:

  Casadesus-Masanell, Ramon, and Akiko Kanno. "Oriental Land Co., Ltd.—Tokyo Disney Resort." Harvard Business School Case 720-460, April 2020. (Revised June 2020.)  View Details

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