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Boeing Versus Airbus: The Inside Story of the Greatest International Competition |
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Boeing Versus Airbus: The Inside Story of the Greatest International Competition |
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基本信息·出版社：Knopf
·页码：272 页
·出版日期：2007年01月
·ISBN：1400043360
·International Standard Book Number：1400043360
·条形码：9781400043361
·EAN：9781400043361
·装帧：精装
·正文语种：英语
·外文书名：最高的战争: 波音与空客的全球竞争内幕
内容简介 From the author of the classic study of the aviation industry,
The Sporty Game, a new book that chronicles the high-stakes rivalry between the world’s two largest aircraft manufacturers—companies that will bet the house on a single airplane.
Long one of America’s most successful and admired corporations—and its biggest exporter—Boeing struggled to maintain 50 percent of the market share for commercial aircraft after being overtaken by the European upstart Airbus in the late 1990s. But Airbus did not remain on top for long. By 2006, the company suffered from mismanagement and had adopted the kind of complacent, risk-averse culture that had once characterized its competitor.
Incorporating interviews he conducted throughout the industry—with everyone from company leaders, past and present, and Wall Street analysts to design engineers and factory workers—John Newhouse takes us inside these two firms to help us understand their struggle for supremacy in a business based as much on instinct as on economics. He examines the critical issues that Boeing has faced in recent years, including its difficult merger with McDonnell Douglas, its controversial move from Seattle to Chicago, and a series of corporate scandals that made front-page news. And he analyzes the troubles that have beset a once ascendant Airbus, notably an institutional structure aimed at satisfying the narrowly focused interests of its European stakeholders. Newhouse also explores the problems that now face Boeing and Airbus alike: potential competition from China and Japan, the challenge of serving burgeoning Asian markets, and the need to undo years of mismanagement.
Boeing Versus Airbus is a fascinating, informed, and insightful tale of success, and failure, in the turbulent, do-or-die world of the aircraft industry.
作者简介 John Newhouse covered foreign policy for
The New Yorker throughout the 1980s and early 1990s. He has served as assistant director of the U.S. Arms Control and Disarmament Agency and was senior policy adviser for European affairs in the U.S. State Department during the latter half of the Clinton administration. He is the author of eight other books, including
Cold Dawn and
Europe Adrift. He lives in Washington, D.C.
编辑推荐 "An incisive primer of compelling interest to anyone who wants to understand the history of an industry that bumbles through the turbulent space where politics, national pride and serious money collide."
--James Pressley,
Bloomberg"A must-read for anyone looking for a glimpse into the white-knuckled world of the commercial airplane business."
--Stanley Holmes,
BusinessWeek"Vivid, Impressive . . . Newhouse conveys the exciting, anxiety-ridden nature of an astonishingly high-risk business."
--Wendy Smith,
Newsday"There is no better commentator on this sporting struggle than John Newhouse."
--
The Economist"An incisive primer of compelling interest to anyone who wants to understand the history of an industry that bumbles through the turbulent space where politics, national pride and serious money collide."
--James Pressley,
Bloomberg"A must-read for anyone looking for a glimpse into the white-knuckled world of the commercial airplane business."
--Stanley Holmes,
BusinessWeek"Excellent . . . The author paints a picture of a fiercely competitive industry that eliminates participants who misread the market."
--
Booklist 专业书评 From Publishers WeeklyIn this update of his 1982 study of the aviation industry,
The Sporty Game, Newhouse takes us inside the seesaw battle between the world's two remaining manufacturers of big airliners. "Mighty Boeing and the arriviste Airbus," both massive corporations and emblems of national pride, are worth exploring at length. Yet while the former
New Yorker writer has invested a tremendous amount of effort in interviews and research, he fails to assemble his facts, quotes and informed judgments into a coherent story. Newhouse introduces a fleet of issues: international sensitivities, cost overruns, governance structure, missed deadlines, the U.S. airline crisis, purchase negotiations, engine mechanics, government subsidies, the economics of plane size, the composition of airplane wings. But his touch is too light. Strong personalities—most prominently, Boeing's controversial CEOs—flit in and out, never quite coming to life; the planes themselves fare no better despite pages of description. The thousands who work in the airplane and airline industries may enjoy the details; the rest of us—even frequent fliers—might not be as interested.
(Jan. 16) Copyright © Reed Business Information, a division of Reed Elsevier Inc. All rights reserved.
From Booklist
Newhouse, former government advisor, tells the story of making and selling passenger airplanes and presents a case study from 1985 to the present of two industry giants, Boeing and its archrival, Europe's Airbus. The author paints a picture of a fiercely competitive industry that eliminates participants who misread the market; who build planes too big, too small, or too costly; who match new planes with wrong engines; or who are just unlucky. The financial stakes are enormous. Today Boeing and Airbus are the sole providers of large airplanes, and we learn about their strengths and weaknesses and how their fortunes ebbed and flowed through the years. This is also a human story of the players within these massive organizations and their very influential governments. The author concludes that each company will capture close to a 50 percent market share and "each is likely to do well much of the time and even prosper," making airlines and air travelers the winners. An excellent book. Mary Whaley
Copyright © American Library Association. All rights reserved
文摘 Chapter One
Being Number One
In the aircraft business, as in a Trollope novel, things are often not what they seem. In the 1980s, Boeing still reigned supreme. Its airplanes covered the market. Its product support was exemplary. Boeing was universally judged one of America's best and most admired companies, partly because its sales abroad of big commercial airplanes were the country's biggest export, and partly because it had learned to build these airplanes better, faster, and cheaper than anyone elso had done. "World-class" was Boeing's lofty but accurate characterization of itself.
The competition was barely visible. McDac had entered its steady but terminal decline, and in Seattle, Boeing's home base, Airbus was seen as just another in a long line of European wannabes that would stay in the game only as long as a consortium of governments remained willing to throw vast sums of money at a seemingly certain loser. Today, things have turned around. Boeing and Airbus are the sole suppliers of big airliners, but over many of the past twenty years, the two companies were moving in opposite directions. Boeing's multiple troubles, most of them self-inflicted, signaled an end to its dominance and pointed up Airbus's methodical rise.
Things had begun to change in the late 1980s. And it was no joke when, on April 1, 1993, Moody's downgraded Boeing's debt rating for the first time in the company's seventy-six-year history. Still, as late as 1990, Boeing held 62 percent of the market, McDonnell Douglas 23 percent, Airbus just 15 percent. Today it's very different. McDonnell Douglas is gone, having been absorbed by Boeing in August 1997. In 2004, Airbus outsold Boeing, and did so again in 2005.
Boeing's troubles were traceable partly to arrogance—a tendency to take the market for granted, to coast on its laurels—and partly to changes that developed in the corporate culture. These changes began to dull
……
