What went wrong at Boeing

摘要

Several decades ago when Boeing began designing the revolutionary 787 Dreamliner, it chose the right goal: add value for customers. After losing market share to the European-designed Airbus in the late 1990s, Boeing could have decided to focus on reducing the costs and the selling price of its existing aircraft and let its competitors win the innovation contest. Over the long-term, that strategy would have mortally wounded the corporation. Instead, Boeing decided, commendably, to develop a radically new aircraft that would generate revenues by creating value for customers.