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- November 2023 (Revised May 2024)
- Case
Norse Atlantic Airways
By: Willy Shih
Bjørn Tore Larsen, Norse Atlantic Airways' founder and CEO, hadn't planned to get into the airline business. But when the COVID-19 pandemic depressed the global demand for air travel and the lease rates for jetliners, he realized if ever he was going to get into the...
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Keywords:
Business Model;
Business Startups;
Market Entry and Exit;
Leasing;
Business Strategy;
Segmentation;
Interest Rates;
Air Transportation Industry;
Europe;
North America;
Norway;
United Kingdom;
United States
Shih, Willy. "Norse Atlantic Airways." Harvard Business School Case 624-034, November 2023. (Revised May 2024.)
- August 2023
- Supplement
Airbus vs. Boeing (G)-(O)
By: Ramon Casadesus-Masanell, Karen Elterman and Jordan Mitchell
- August 2023
- Supplement
Airbus vs. Boeing (N): Air Travel amidst COVID-19 (July 2020)
By: Ramon Casadesus-Masanell and Jordan Mitchell
Casadesus-Masanell, Ramon, and Jordan Mitchell. "Airbus vs. Boeing (N): Air Travel amidst COVID-19 (July 2020)." Harvard Business School Supplement 724-377, August 2023.
- August 2023
- Supplement
Airbus vs. Boeing (O): Aiming towards Carbon-Free Flying (June 2023)
By: Ramon Casadesus-Masanell and Jordan Mitchell
Casadesus-Masanell, Ramon, and Jordan Mitchell. "Airbus vs. Boeing (O): Aiming towards Carbon-Free Flying (June 2023)." Harvard Business School Supplement 724-378, August 2023.
- March 2022
- Case
Boeing Commercial Airplanes: Industry Leadership Lost (Four Key Decisions)
By: Richard L. Nolan and Robert D Austin
- January 22, 2020
- Article
Making Honest Conversations the Norm
By: Michael Beer
Much admired companies like Boeing and Wells Fargo sacrifice their competitive advantage. Some make huge ethical blunders. As a result, shareholders suffer huge losses in value while employees, customers, and society lose trust and confidence in the institution. Based...
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Keywords:
Honesty;
Interpersonal Communication;
Framework;
Organizational Culture;
Trust;
Performance Effectiveness
Beer, Michael. "Making Honest Conversations the Norm." ChangeThis (blog) (January 22, 2020).
- January 15, 2020
- Article
It's Time for Boeing's New CEO to Restore Trust by Putting People First
Kanter, Rosabeth Moss. "It's Time for Boeing's New CEO to Restore Trust by Putting People First." CNN.com (January 15, 2020).
- October 2019 (Revised June 2020)
- Supplement
Airbus vs. Boeing (G): New Planes and Upgrades (2011)
By: 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,...
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Keywords:
Airbus;
Boeing;
Product Development;
Air Transportation;
Projects;
Competition;
Air Transportation Industry;
Manufacturing Industry
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.)
- October 2019
- Supplement
Airbus vs. Boeing (H): Wing Cracks and Battery Fires (2013)
By: Ramon Casadesus-Masanell and Karen Elterman
This case describes an issue with the batteries of Boeing’s 787 Dreamliner planes overheating and sometimes catching fire in 2013. The planes were grounded for several months until Boeing introduced new safety measures. The case also discusses a problem with cracks on...
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Keywords:
Product Development;
Air Transportation;
Projects;
Competition;
Safety;
Manufacturing Industry;
Air Transportation Industry;
United States;
Europe
Casadesus-Masanell, Ramon, and Karen Elterman. "Airbus vs. Boeing (H): Wing Cracks and Battery Fires (2013)." Harvard Business School Supplement 720-383, October 2019.
- October 2019
- Supplement
Airbus vs. Boeing (I): Airbus Introduces the A350 (2015)
By: Ramon Casadesus-Masanell and Karen Elterman
This case describes the introduction of Airbus’ A350XWB (Xtra Wide Body) in 2015. It also describes Airbus and Boeing’s current endeavors in 2015, including Airbus’ development of the A330neo (new engine option) , Boeing’s work on the 737 MAX, and Boeing’s announcement...
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Keywords:
Product Development;
Air Transportation;
Projects;
Competition;
Manufacturing Industry;
Air Transportation Industry;
United States;
Europe
Casadesus-Masanell, Ramon, and Karen Elterman. "Airbus vs. Boeing (I): Airbus Introduces the A350 (2015)." Harvard Business School Supplement 720-384, October 2019.
- October 2019
- Supplement
Airbus vs. Boeing (J): New Plane Developments (2016)
By: Ramon Casadesus-Masanell and Karen Elterman
This case describes Airbus and Boeing developments in 2016, including Airbus' delivery of the first A320neo (new engine option) and Boeing’s work on the 737 MAX and 777X programs. It also notes Airbus’ restructuring in 2016.
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Keywords:
Product Development;
Air Transportation;
Projects;
Competition;
Restructuring;
Manufacturing Industry;
Air Transportation Industry;
United States;
Europe
Casadesus-Masanell, Ramon, and Karen Elterman. "Airbus vs. Boeing (J): New Plane Developments (2016)." Harvard Business School Supplement 720-385, October 2019.
- October 2019
- Supplement
Airbus vs. Boeing (K): New Partnerships (2018)
By: Ramon Casadesus-Masanell and Karen Elterman
This case describes Airbus’ partnership with the Montreal-based aircraft manufacturer Bombardier beginning in 2017. The two companies partnered on the C Series of aircraft (later named the A220 Family), which consisted of small aircraft with 100–150 seats. The case...
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Keywords:
Product Development;
Air Transportation;
Projects;
Competition;
Partners and Partnerships;
Joint Ventures;
Manufacturing Industry;
Air Transportation Industry;
United States;
Europe;
Canada;
Brazil
Casadesus-Masanell, Ramon, and Karen Elterman. "Airbus vs. Boeing (K): New Partnerships (2018)." Harvard Business School Supplement 720-386, October 2019.
- October 2019
- Supplement
Airbus vs. Boeing (L): Discontinuing the A380 (February 2019)
By: Ramon Casadesus-Masanell and Karen Elterman
This case describes Airbus’ February 2019 announcement that it was ending production of the A380, with the last delivery scheduled for 2021. The announcement followed an order cancellation by Emirates, a major customer of the A380. The A380 had faced significant...
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Keywords:
Product Development;
Air Transportation;
Projects;
Competition;
Air Transportation Industry;
Manufacturing Industry;
United States;
Europe
Casadesus-Masanell, Ramon, and Karen Elterman. "Airbus vs. Boeing (L): Discontinuing the A380 (February 2019)." Harvard Business School Supplement 720-387, October 2019.
- October 2019 (Revised June 2020)
- Supplement
Airbus vs. Boeing (M): MAX 8 Disasters (July 2019)
By: 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...
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Keywords:
Airbus;
Boeing;
Product Development;
Product Design;
Air Transportation;
Projects;
Competition;
Safety;
Failure;
Air Transportation Industry;
Manufacturing Industry;
United States;
Europe
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.)
- March 14, 2019
- Article
How Boeing Should Have Responded to the 737 Max Safety Crisis
By: Sandra J. Sucher
Sucher, Sandra J. "How Boeing Should Have Responded to the 737 Max Safety Crisis." Harvard Business Review Digital Articles (March 14, 2019).
- Article
Why Every Organization Needs an Augmented Reality Strategy
By: Michael E. Porter and James E. Heppelmann
While the physical world is three-dimensional, most data is trapped on two-dimensional pages and screens. This gulf between the real and digital worlds prevents us from fully exploiting the volumes of information now available to us. Augmented reality (AR), a set of...
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Keywords:
Technological Innovation;
Innovation Strategy;
Organizational Change and Adaptation;
Performance Effectiveness
Porter, Michael E., and James E. Heppelmann. "Why Every Organization Needs an Augmented Reality Strategy." Harvard Business Review 95, no. 6 (November–December 2017): 46–57.
- October 2017 (Revised March 2024)
- Teaching Note
Accounting Turbulence at Boeing
By: Jonas Heese and Suraj Srinivasan
Teaching Note for HBS No. 118-020.
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- August 2017 (Revised September 2018)
- Case
Accounting Turbulence at Boeing
By: Jonas Heese, Suraj Srinivasan, David Lane and James Barnett
Unlike its rival Airbus, Boeing had used a practice called program accounting to record its commercial aircraft expenses since the 1980s. Program accounting allowed Boeing to expense estimated average costs instead of the actual production costs of an aircraft. This...
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Keywords:
Asset Recognition;
Program Accounting;
Airline Industry;
Accounting;
Production;
Cost;
Air Transportation Industry
Heese, Jonas, Suraj Srinivasan, David Lane, and James Barnett. "Accounting Turbulence at Boeing." Harvard Business School Case 118-020, August 2017. (Revised September 2018.)