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Published by: International Institute for Management Development (IMD)
Originally published in: 2021
Version: 09.02.2022
Revision date: 28-Mar-2022
Length: 22 pages
Data source: Published sources

Abstract

In 2019, two fatal plane crashes plunged Boeing in an unprecedented crisis, setting off a maelstrom of controversy about Boeing's corporate practices and the safety of the 737 MAX - the recently redesigned version of its most successful commercial jetliner. Within weeks, the MAX was grounded worldwide, and Boeing faced financial, legal, regulatory and reputational pressures. All while under intense media scrutiny and heightened safety concerns from the flying public. And then the COVID-19 pandemic hit the aviation industry, escalating the crisis into an existential threat to Boeing's commercial aviation business. Amid this perfect storm, Boeing executives faced one key question: How to restore Boeing's reputation as a leading aircraft manufacturer?

Time period

The events covered by this case took place in 2019-2020.

Geographical setting

Region:
Americas
Country:
United States

Featured company

Boeing
Employees:
10000+
Turnover:
USD 58.7. billions
Industry:
Aeronautics and aircrafts

About

Abstract

In 2019, two fatal plane crashes plunged Boeing in an unprecedented crisis, setting off a maelstrom of controversy about Boeing's corporate practices and the safety of the 737 MAX - the recently redesigned version of its most successful commercial jetliner. Within weeks, the MAX was grounded worldwide, and Boeing faced financial, legal, regulatory and reputational pressures. All while under intense media scrutiny and heightened safety concerns from the flying public. And then the COVID-19 pandemic hit the aviation industry, escalating the crisis into an existential threat to Boeing's commercial aviation business. Amid this perfect storm, Boeing executives faced one key question: How to restore Boeing's reputation as a leading aircraft manufacturer?

Settings

Time period

The events covered by this case took place in 2019-2020.

Geographical setting

Region:
Americas
Country:
United States

Featured company

Boeing
Employees:
10000+
Turnover:
USD 58.7. billions
Industry:
Aeronautics and aircrafts

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