ABSTRACT
Each year the goliaths of the civil aircraft industry face off at the Paris Air Show. America’s Boeing Company and Europe’s Airbus Industrie attempt not only to make sales but also to capture the imaginations of potential clients. Company representatives meet with major customers to discuss current products and establish the leads that will eventually result in sales of these big-ticket items. But promoting current products is not enough. The Paris Air Show is a time to unveil new ideas and present the company’s vision of the future of flight. This vision, as well as actual products, will help establish the image of each company. In this global industry, corporate image is very important. Can the firm deliver on its promises of speed, economy in-cabin amenities and innovative ideas? 1 International marketers in civil aircraft must communicate to potential customers that the answer is yes.
