Airbus and Boeing:: The Fight for Hegemony

Airbus and Boeing have been involved in a bruising battle for global aircraft sales. Throughout the 2000s, the aircraft industry had lurched from crisis to crisis-with first one rival innovating and inching ahead, then the other responding and retaking the lead. Airbus had experienced a rough 2007, with a competitive onslaught from Boeing. This case explores Airbus' immediate business concerns and management's consideration of a new business model that will position the company for long-term success.