chapter  10
28 Pages

Strategic thinking

Introduction The market for narrow-body medium-range commercial aircraft has been very profitable for Airbus and Boeing. However, manufacturers from Brazil, Canada, China, and Russia are poised to challenge Airbus’s A320 family and Boeing’s 737. Indeed, at the Paris Air Show in June 2011, Jim Albaugh, CEO of Boeing Commercial Airplanes, conceded: “The days of the duopoly with Airbus are over.”1