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Published by:
ESMT European School of Management and Technology (2010)
Version:
23 September 2011
Revision date:
03-Nov-2011
Length:
22 pages
Data source:
Field research

Abstract

The case study describes the strategic moves of Airbus in the twin-aisle-twin segment since the announcement by Boeing of the launch of its 787 Dreamliner. Airbus' clients initially reacted negatively to the strategic response on two occasions by criticizing the design of its competitive offering. By the end of 2006, however, there were positive signs that the new design, the A350 XWB, would be able to find its market. However, the formal industrial launch was not yet made and the A350 program management office had been asked to prepare a series of proposals to the Board of EADS regarding the next steps.

Topics

Timing of innovation; First mover advantage; Program management; Business strategy
Location:
Industry:
Size:
52,000 employees
Other setting(s):
2010

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