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The Inside Story of the Greatest International Competition in Business
Knopf
January 2007
On Sale: January 16, 2007
272 pages
ISBN: 1400043360
EAN: 9781400043361
Hardcover
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Non-Fiction
From the author of the classic study of the aviation
industry, The Sporty Game, a new book that chronicles the
high-stakes rivalry between the world’s two largest aircraft
manufacturers—companies that will bet the house on a single
airplane. Long one of America’s most successful and admired
corporations—and its biggest exporter—Boeing struggled to
maintain 50 percent of the market share for commercial
aircraft after being overtaken by the European upstart
Airbus in the late 1990s. But Airbus did not remain on top
for long. By 2006, the company suffered from mismanagement
and had adopted the kind of complacent, risk-averse culture
that had once characterized its competitor. Incorporating interviews he conducted throughout the
industry—with everyone from company leaders, past and
present, and Wall Street analysts to design engineers and
factory workers—John Newhouse takes us inside these two
firms to help us understand their struggle for supremacy in
a business based as much on instinct as on economics. He
examines the critical issues that Boeing has faced in recent
years, including its difficult merger with McDonnell
Douglas, its controversial move from Seattle to Chicago, and
a series of corporate scandals that made front-page news.
And he analyzes the troubles that have beset a once
ascendant Airbus, notably an institutional structure aimed
at satisfying the narrowly focused interests of its European
stakeholders. Newhouse also explores the problems that now
face Boeing and Airbus alike: potential competition from
China and Japan, the challenge of serving burgeoning Asian
markets, and the need to undo years of mismanagement. Boeing Versus Airbus is a fascinating, informed, and
insightful tale of success, and failure, in the turbulent,
do-or-die world of the aircraft industry.
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