ABSTRACT
This chapter assesses the Boeing's prospects in the light of recent events. It seeks to assess the long-term outlook in the Airbus/Boeing competition. In the process of renewal in Boeing's reputation that has taken place in the second quarter of 2005 it is very clear that an excellent communications strategy has been executed. One real change in Boeing in 2005 concerns the role of leadership. In March 2005 the new CEO departed because of a scandal, but Boeing have continued to exhibit a new focus and sense of purpose in the wake of Harry Stonecipher's departure. Boeing's sales victory with Air Canada unsettled Airbus, as did the sale of 787s to long-term Airbus customer, Northwest. Boeing has made many claims about the improved economic performance of the new plane, based mainly on the reduced weight of the aircraft structure, secured by replacing aluminium with composite materials.
