Deep Stall: The Turbulent Story of Boeing Commercial Airplanes
A new book co-authored by the Director of the Aerospace Research Centre at Bristol UWE analyses the history of the US company Boeing, the world’s largest aerospace/defence company with a turnover of approximately $60bn, and compares it to its nearest rival in the civil aircraft market, the European manufacturer, Airbus.
Deep Stall is written by Philip Lawrence of the University of the West of England and David W Thornton, of
The book uses the concept of strategic value to explain Boeing’s decline. Strategic value is created via a company’s investment in people and technology to enable future market success by developing innovative new products. The authors argue that Boeing has neglected strategic value in favour of shareholder value, defined in terms of short-term cash benefits.
Professor Philip Lawrence says, “The book reveals what can happen when quarterly returns become the predominant strategic rationale for a company. In the
The book also looks at the defence scandals that engulfed Boeing in 2003/2004 and therefore touches on wider questions of corporate governance in the
Deep Stall, Written by Philip K Lawrence and David W Thornton ISBN: 07546 46262. Available in the