Rocky IV and the Aircraft Industry
I love Rocky IV, and by love I mean "it's a terrible movie," but I love Rocky IV. The best part, of course, is the fight. Rocky and Drago are, theoretically, the best two boxers in the world. They go back and forth, pounding and bleeding, and just when you think (ignoring the obvious outcome) one of them is about to claim victory, the other comes back with a flurry of thumping blows. The thing is, though, that both Rocky and Drago are terrible boxers. They have no technique. It's a streetfight, not a boxing match. If either of them had any boxing smarts, the fight would have been over in the 3rd round.
This climactic Rocky IV battle is exactly how the competition between the giants of the aviation industry has played out. Boeing would grab majority market share and, WAMMO, scandal. Airbus would take advantage of Boeing's mistakes, and KAPLOW, dreadful mismanagement. Unlike Rocky IV, we don't know who will emerge victorious, but like Rocky IV (the training, the backstory, the first three Rockys) we can get a better grasp on the history that has created this current battle between often incompetent gorillas....thanks to John Newhouse and his book, Boeing Versus Airbus.
The similarities between Rocky IV and the "Boeing versus Airbus" situations are almost eerie. Rocky was the old champ, well-known and respected. Then Drago takes the world by storm, only to let his weaknesses bring him down, thus allowing Rocky to reclaim the top spot.
Boeing was once the world power, but because of a series of events (difficult merger, a controversial relocation, front-page scandals, they fell from grace. Yeah, I know, Rocky retired, so it's not the same thing, but cut me some slack), the once admired company lost its dominance over Airbus. This left the door open for the European craft builder to take control, which they did. But, instead of using smart business practices to maintain supremacy, Airbus was tripped up by their own crappy management. They got complacent and stopped taking risks, mainly because their strategy aimed to please European stakeholders. Ouch!
Newhouse's book digs deep into the ups and downs of both companies. He has interviewed just about everyone worth interviewing: Current and past company leaders, Wall Street analysts, engineers, even factory workers. But the author doesn't only focus on the past and present; he knows that the future will create even more problems for these two behemoths. China and Japan may create potential competition. And, both Boeing and Airbus are going to have to overcome years of junk management - never an easy task.
Time will tell which of the two companies inspires the Soviets to chant their name, which one will take control of such a powerful market. Until we find out though, reading Boeing Versus Airbus is the first hour of the movie. Anything you want to know about what has led to this crazy and disjointed battle, you will find in this book.
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