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Books > Business & Economics > Industry & industrial studies > Manufacturing industries > Aviation manufacturing industry
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Deep Stall - The Turbulent Story of Boeing Commercial Airplanes (Paperback)
Loot Price: R1,581
Discovery Miles 15 810
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Deep Stall - The Turbulent Story of Boeing Commercial Airplanes (Paperback)
Expected to ship within 10 - 15 working days
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Deep Stall applies a framework of strategic analysis to the Boeing
Company. Boeing is the world's largest aerospace / defence company,
with turnover in the region of US $60bn. The book examines the
relative decline of Boeing in the civil aircraft market in relation
to European manufacturer, Airbus. The aim of the book is to utilize
the concept of strategic value to explain Boeing's decline. The
authors define this concept as investment in people and technology
to leverage future market success by developing innovative new
products, arguing that Boeing has neglected strategic value in
favour of shareholder value, defined in terms of short-term cash
benefits. The rationale for the book exists both in the fact that
the story in itself is interesting and also in the wider framework
of analysis concerning the correct strategic approach for running a
high technology business. The argument illustrates what can happen
when quarterly returns become the predominant strategic rationale
for a company. In the U.S. the business media (Economist, Forbes,
Fortune, and Business Week etc) are now focusing on the question of
Boeing's decline and the major implications for the U.S. national
interest. Boeing is one of the jewels in the US technology crown,
but today U.S. jobs and capability are being exported abroad, with
most of its aircraft program work based in Asia. This is a hot
topic in the US which explains why the business media are now so
interested in this question. The book sits squarely in the centre
of this debate. Deep Stall concludes with a brief analysis of the
recent fight-back that has been evident in Boeing's fortunes and
the successful campaign to sell the new 787. The authors probe the
question of whether Airbus or Boeing is likely to dominate in the
next ten or fifteen years.
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