Will Boeing soar again? Navigating a corporate recovery process

Abstract

Purpose

This paper aims to examine the prospects of a Boeing recovery following disasters in 2019 and 2020. While some companies have navigated successful journeys through the process of reputational recovery following self-inflicted pain, Boeing faces significant reputational and global complications which have greatly prolonged the recovery process.

Design/methodology/approach

This paper is based on a case study approach examining the recovery process for Boeing, considering the safety issues of 2019 and the pandemic crisis during 2020. Although the Covid-19 spread was certainly a black swan event, Boeing had already inflicted a great deal of damage upon its business and reputation because of the 737 Max. This paper examines their recovery process thus far by using a four-step recovery model of replace, restructure, redevelop and re-brand that has been implemented in previous corporate recoveries.

Findings

When examining the corporate recovery process, though the four-step approach is a model that can work across industries, there are some challenges depending on corporate specifics. The major challenge with Boeing is the ongoing reputational concerns regarding safety combined with the new global reality because of the Covid-19 pandemic. A full corporate recovery will require attention to each of these four prongs of the process, stretched out over several years. Any missteps along the way will only prolong the pain for one of history’s most historic and influential manufacturers.

Originality/value

While several publicly traded companies have overcome significant obstacles over the past five years in the quest to regain trust within the marketplace, Boeing continues to face strong headwinds. Using previous examples of corporate recovery provides an interesting case analysis of what to do and what not to do during the corporate recovery process and provides a unique blueprint to what might bring Boeing back from the brink.

Citation

Welch, J. (2021), "Will Boeing soar again? Navigating a corporate recovery process", Journal of Business Strategy, Vol. 42 No. 5, pp. 323-331. https://doi.org/10.1108/JBS-04-2020-0087