With a reputation for listening to its customers, historically, Boeing had the best products and the best sales personnel who knew where to place them. Staff rarely moved position and were easily accessible. The perception was that the reverse was true at Airbus. But at some point around 2009 that changed. Airbus ramped up its sales team, solidified a regional presence, and adopted a product strategy that fitted their customers’ needs. Boeing was slow to react and rather than launch a new aircraft model to replace the 757, the company decided to launch the Max series as a reaction to

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