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  • January 2018
  • Case
  • HBS Case Collection

Flying into the Future: HondaJet

By: Gary P. Pisano and Jesse Shulman
  • Format:Print
  • | Language:English
  • | Pages:17
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Abstract

This cases examine Honda’s diversification into the light jet market. In 1985, Honda initiated a secret program to develop a small jet. Over the years, the program had many ups and downs (it was almost canceled several times). Then, a breakthrough in the configuration of the engines lead Honda to believe it could successfully introduce a very light jet to the market (the “Civic” of the private jet market). In 2015, the company’s HondaJet received FAA certification. The HondaJet is now the number one selling jet in the very light jet segment of the market, and the CEO of Honda Aircraft Corporation, Michimasa Fujino (who started with the program in 1985) must now decide on ways to grow the business.

Keywords

Diversification; Technological Innovation; Growth and Development Strategy; Innovation and Management; Air Transportation Industry

Citation

Pisano, Gary P., and Jesse Shulman. "Flying into the Future: HondaJet." Harvard Business School Case 618-012, January 2018.
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About The Author

Gary P. Pisano

Technology and Operations Management
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  • Diversification as an Adaptive Learning Process: An Empirical Study of General-Purpose and Market-Specific Technological Know-How in New Market Entry By: Dominika Kinga Randle and Gary P. Pisano
  • Ed Catmull: Lessons from Leading Pixar Animation Studios By: Francesca Gino, Linda Hill, Gary Pisano and Ruth Page
  • Boston Beer Company: Sustaining a Culture for Innovation and Growth By: Gary P. Pisano
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