TY  - JOUR
AB  - 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?
VL  - 
IS  - 
SN  - 2474-7890
DO  - 10.1108/case.darden.2016.000104
UR  - https://doi.org/10.1108/case.darden.2016.000104
AU  - Chen Ming-Jer
AU  - Zimath Alexandre
AU  - Maat Andrea
AU  - Lopes Fabiano
AU  - Reynolds William
AU  - Silva Nivaldo
AU  - Vaughters Charles
AU  - Watt Aaron
PY  - 2017
Y1  - 2017/01/01
TI  - Embraer: Shaking Up the Aircraft Manufacturing Market
T2  - Darden Business Publishing Cases
PB  - University of Virginia Darden School Foundation
SP  - 1
EP  - 17
Y2  - 2024/05/04
ER  -