The Boeing 737 MAX: People Before Profits
In March 2019, the second fatal crash of a Boeing 737 MAX, the renewed model of the best-selling aircraft in history, triggered an unprecedented corporate crisis for the American aeronautics giant. The case reviews Boeing's response and the reactions of various stakeholders (victims, customers, employees, regulators, the media), from the time of the accident until the company's decision to withdraw the model in November 2020.
Collection: IESE (España)
Ref: DPO-739-E
Format: PDF
Number of pages: 24
Publication Date: Mar 19, 2021
Language: English, Spanish
Description
In March 2019, the second fatal crash of a Boeing 737 MAX, the renewed model of the best-selling aircraft in history, triggered an unprecedented corporate crisis for the American aeronautics giant. The case reviews Boeing's response and the reactions of various stakeholders (victims, customers, employees, regulators, the media), from the time of the accident until the company's decision to withdraw the model in November 2020.
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Geographic Setting: Estados Unidos
Learning Objective
Class discussion can focus on the following points:
- Good practices in crisis management;
- Stakeholder management;
- Interpersonal communication among senior management
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