ESMT Case Study

A350 XWB: Airbus' answer to Boeing's Dreamliner

ESMT Case Study No. ESMT–310–0114–1
Subject(s): Strategy and general management
Keyword(s): timing of innovation, first mover advantage, program management, business strategy

The case study describes the strategic moves of Airbus in the twin-aisle-twin segment since the announcement by Boeing of the launch of its 787 Dreamliner. Airbus' clients initially reacted negatively to the strategic response on two occasions by criticizing the design of its competitive offering. By the end of 2006, however, there were positive signs that the new design, the A350 XWB, would be able to find its market. However, the formal industrial launch was not yet made and the A350 program management office had been asked to prepare a series of proposals to the Board of EADS regarding the next steps.

Teaching note Yes
Length 22p
Industry Airline
Geographical setting Europe
Size 52,000 employees
Setting period 2006
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