Deep Stall: The Turbulent Story of Boeing Commercial Airplanes
Boeing is one of the jewels in the US technology crown, but today US jobs are being exported abroad, with most of its aircraft program work based in Asia. Using Airbus as a comparison, Deep Stall utilizes the concept of strategic analysis to explain Boeing's decline and what can happen when a company places shareholder value over strategic value.
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This is an excellent book which works both as business studies type case study or as a more general guide to some key issues in aviation. The book is not really just about Boeing; it is more of an account of the competition and conflict between Boing and the European aircraft producer, Airbus. The book details the terrible errors made at Boeing in the early noughties but acknowledges that with the B787 Boeing seemed to have turned a corner. Yet Lawrence and Thornton are also prescient in seeing that a new 50% composite aircraft might give Boeing huge production headaches, as indeed it has. Generally this is an excellent analysis of the Seattle company and a lucid interpreation of the key business issues in commercial aviation. On a slight negative note it is perhaps a bit over supportive to Airbus and too negative to the US producer. It is also beautifully written unlike many academic offerings today.