Embraer: Shaking Up the Aircraft Manufacturing Market

Darden Business Publishing Cases

ISSN: 2474-7890

Publication date: 20 January 2017

Abstract

The CEO of Embraer, reflects on his company's dramatic ascent to its position as the world's leading regional aircraft manufacturer. Since becoming a private company, Embraer had successfully introduced seven commercial aircraft models to the market, including its latest, the 118-seat EMBRAER 195. Now, he is concerned because Embraer does not know what to expect from Bombardier, Boeing, and Airbus regarding their competitive response to his company's recent attacks on the commercial aircraft market. How would they respond to Embraer's successful launch of its recent family of jets? Would Bombardier really follow through with its launch of the CSeries? Would Airbus and Boeing perceive the latest attacks by Embraer and Bombardier as attacks on its own family of jets? Most importantly, given Embraer's expectations of rivals' future competitive moves, what should it do next to protect its position and influence its competitors' actions?

Keywords

Citation

Chen, M., Zimath, A., Maat, A., Lopes, F., Reynolds, W., Silva, N., Vaughters, C. and Watt, A. (2017), "Embraer: Shaking Up the Aircraft Manufacturing Market", Darden Business Publishing Cases. https://doi.org/10.1108/case.darden.2016.000104

Download as .RIS

Publisher

:

University of Virginia Darden School Foundation

Copyright © 2006 by the University of Virginia Darden School Foundation, Charlottesville, VA. All rights reserved.

Please note you might not have access to this content

You may be able to access this content by login via Shibboleth, Open Athens or with your Emerald account.
If you would like to contact us about accessing this content, click the button and fill out the form.