More from the Author

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

  What Went Wrong with Boeing's 737 Max?

  William W. George and Amram Migdal

  This case describes the development of the Boeing 737 Max airplane model and the events leading up to two tragic plane crashes, in which a total of 346 people died: the crash of Lion Air flight 610 on October 29, 2018, in Indonesia, and the crash of Ethiopian Airlines flight 302 on March 9, 2019, in Ethiopia. The evolution of Boeing’s organization and management is described, focusing on the span from Boeing’s 1997 merger with rival McDonnell Douglas through the development of the 737 Max and the crashes. The case examines the antecedents and possible causes of the crashes, both through the lens of industry and competitive dynamics and through the lens of corporate culture and development processes at Boeing. The development of the 737 Max is described in detail, including the factors and decisions that led to the development of the Maneuvering Characteristics Augmentation System (MCAS), the system that ultimately led to the crashes. Information about Boeing’s response and actions during the period between the two crashes is also included in the case.

  Keywords: Communication; Communication Intention and Meaning; Communication Strategy; Forms of Communication; Announcements; Decision Making; Decision Choices and Conditions; Judgments; Ethics; Moral Sensibility; Values and Beliefs; Globalization; Global Strategy; Governance; Corporate Accountability; Governance Controls; Human Resources; Resignation and Termination; Leadership; Leadership Style; Management; Business or Company Management; Crisis Management; Management Practices and Processes; Management Skills; Management Style; Management Systems; Risk Management; Time Management; Markets; Demand and Consumers; Market Platforms; Supply and Industry; Duopoly and Oligopoly; Industry Structures; Operations; Product Development; Organizations; Organizational Change and Adaptation; Organizational Culture; Outcome or Result; Failure; Success; Planning; Strategic Planning; Problems and Challenges; Relationships; Business and Community Relations; Business and Government Relations; Business and Stakeholder Relations; Risk and Uncertainty; Safety; Strategy; Transportation; Air Transportation; Aerospace Industry; Air Transportation Industry; Africa; Ethiopia; Asia; Indonesia; North and Central America; United States; Seattle; Chicago;

  Citation:

  George, William W., and Amram Migdal. "What Went Wrong with Boeing's 737 Max?" Harvard Business School Case 320-104, June 2020. (Revised October 2020.)  View Details

  CiteView DetailsEducators

  Related

• Case | HBS Case Collection | March 2020 (Revised October 2020)

  Board Director Dilemmas—Digging into Detail

  David G. Fubini, Suraj Srinivasan and Amram Migdal

  This case explores a new board director who asks a detailed question about a footnote in the lengthy board packet distributed to directors by management. The case allows for discussion about the amount of information and level of detail provided by management, the level of preparation directors engage in prior to board meetings, and the appropriate strategic focus of the board. This case is part of a series of vignettes that capture different dilemmas faced by directors as they join boards of companies and understand the dynamics of the new boards that they join.

  Keywords: board of directors; Corporate Governance; Governing and Advisory Boards;

  Citation:

  Fubini, David G., Suraj Srinivasan, and Amram Migdal. "Board Director Dilemmas—Digging into Detail." Harvard Business School Case 120-100, March 2020. (Revised October 2020.)  View Details

  CiteView DetailsEducatorsPurchase

  Related

• Case | HBS Case Collection | August 2020 (Revised September 2020)

  Facelift at Olay (A)

  Sunil Gupta, Rajiv Lal and Olivia Hull

  By October 2017, Procter & Gamble’s skincare brand Olay has been struggling with declining sales for several years. The team has tried many remedies, but none has returned the brand to growth. As pressure grows from Olay’s competitors, including hundreds of new direct-to-consumer brands catering to millennial women, North American Skin Care General Manager Chris Heiert must identify a winning marketing strategy that will appeal to women of all ages.

  Keywords: Advertising; Advertising Campaigns; Demographics; Age; Brands and Branding; Marketing Channels; Competitive Advantage; Competitive Strategy; Online Advertising; Transformation; Marketing Strategy; Social Marketing; Beauty and Cosmetics Industry; United States; Ohio;

  Citation:

  Gupta, Sunil, Rajiv Lal, and Olivia Hull. "Facelift at Olay (A)." Harvard Business School Case 521-011, August 2020. (Revised September 2020.)  View Details

  CiteView DetailsEducators

  Related