Will Boeing soar again? Navigating a corporate recovery process

摘要

When examining the corporate recovery process, even though the four-step approach of replace, restructure, redevelop and rebrand appears to be a model that can work across industries, there are some issues that depend on corporate specifics. Even as Boeing attempts to move back into a safety and engineering focus instead of the previous push for fuel efficiency and cost cutting, the company's safety reputation remains on shaky ground. This reputational damage is difficult to overcome in the short term and will require time, effort and focus to be achieved.