Boeing 737 Max 8 – A Stalled Communication Take-Off?

This case focuses on a key business decision taken by The Boeing Company to counter competition from its rival Airbus in a duopoly market. The pressure to stay relevant, be competitive and bag a large market pie in the burgeoning aviation sector, led Boeing to make a series of untimely decisions that resulted in two plane crashes, followed by an exposé of several safety and regulatory practices and processes. The case presents Boeing’s flagship 737 MAX 8 aircraft; throws light on the popularity of the model; provides an overview of the aviation market; and the context surrounding the two crashes that occurred when the 737 MAX aircraft were released; and the ensuing communication debacle that followed.