Na0832 PDF Eng
Na0832 PDF Eng
“We believe in this airplane, period,” Boeing CEO David Calhoun asserted in a July
2022 interview as he discussed the future of Boeing’s newest airliner, the Boeing 737
MAX 10.1 The MAX 10 was three years behind schedule and the U.S. Federal Aviation
Authority (FAA) had predicted it would not pass needed certifications by the end of
2022 to avoid major federally-mandated design changes.2 Boeing needed to decide how
to convince Congress to extend the MAX 10 certification deadline without making
extensive and costly modifications that might further delay delivery of the MAX 10.3
Such delays might further weaken Boeing’s competitive position in the global airliner
industry.4 Experts predicted difficulty in convincing Congress to extend the
certification deadline, after two MAX 10 crashes with 346 deaths and recent revelations
that Boeing had deceived regulators.5 The 737 debacle left Boeing with no goodwill
with Congress and with Congress still mad at Boeing.6,7 How could Boeing fight for a
second chance MAX 10 deadline extension?
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Copyright 2024 by the Case Research Journal and by W. Scott Sherman and Randall D. Harris. All
rights reserved by the author and NACRA. An earlier version of the case was presented at the
NACRA 2023 Annual Conference.
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European consortium, invested extensively in new airliner designs. Airbus received net
yielded to the more finance-oriented McDonnell Douglas culture,15 and new product
development funding was cut significantly.16 Boeing had not developed any new
airliners after the 787 was introduced in 200317 and had not developed replacements
for the retired 757, 767, or orders for 507 airliners in 2021 compared to Boeing’s 479
net orders.21 Boeing and Airbus had operated as a virtual global airliner duopoly since
the 1990s.22 Smaller airline manufacturers based in Brazil, China, and Russia
collectively generated less than 10% of the 2021 global airliner market.23
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the second 737 MAX crash.46 Boeing could not deliver, and airlines could not fly any
737 MAX aircraft until regulators recertified the airliner. Boeing lost competitive
ground, and the Airbus 320 product line, with 15,193 total orders, surpassed the Boeing
737 product line, with 15,136 total orders, in November 2019 to become the best-
selling airliner in history.47 Boeing’s public image was damaged further when Boeing
CEO and Board Chair Dennis Muilenburg was viewed as unresponsive to 737 MAX
crash victims’ families,48 appeared to evade taking responsibility during Congressional
testimony,49 and attempted to rush FAA approval to return the 737 MAX to service.50
The Boeing Board fired Muilenburg in December 2019, named a veteran Boeing Board
member as Board Chair, and appointed Calhoun, another veteran Boeing Board
member, as CEO.51 Boeing’s costs for the 737 MAX debacle through January 2020
exceeded $19 billion.52 Boeing halted 737 MAX production in January 2020,53 which
affected Boeing’s suppliers, including one supplier that laid off 2,800 employees.54 The
737 MAX shutdown was projected to reduce total U.S. 2020 economic growth by an
estimated one-half percent.55
FAA and Congressional investigations found that Boeing engineers and managers
were aware of MCAS deficiencies as early as 2016, hid the faults from the FAA before
the two 737 MAX 8 crashes, and attempted to conceal the cover-up after the crashes.57
Boeing redesigned the MCAS, and the FAA recertified the MAX 8 and 9 in November
2020.58 Boeing paid its airline customers $1.77 billion in damages for the 737 MAX
being grounded and the U.S. government $243 million in fines. Boeing pleaded guilty
in January 2021 to conspiring to defraud the FAA,59 accepted sole responsibility for
the two crashes, and Boeing’s insurers agreed to pay all 737 MAX crash-related punitive
damages.60 The European Union recertified the MAX 8 and MAX 9 in January 202161
after requiring additional modifications to the pilot alerting system.62
Calhoun and Boeing’s struggles with the 737 MAX were further complicated when
the COVID-19 pandemic struck in early 2020. U.S. passenger airline demand dropped
96 percent in April 2020 versus April 2019.63 Boeing lost $11.9 billion in 2020 and $4.3
billion in 2021 due to the combined effects of the COVID-19 pandemic and the 737
MAX debacle.64 Boeing’s 2020 total debt topped $63 billion, a 132 percent increase
over 2019, and eased to $58 billion in 2021. Airlines canceled 675 orders for 737 MAX
airliners, and Boeing removed another 570 orders from its books to comply with more
rigid accounting standards.65 The losses, increased debt, and lost orders forced Boeing
to cut 21,000 jobs between March 2020 and mid-2021.66 Boeing restarted MAX 737
production in May 202067 and was still operating below its 2018 production rates in
mid-2022, partially due to pandemic-related supply chain issues.68
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to complete FAA safety certification of the MAX 7 and MAX 10 with the same pilot
alerting system as the MAX 8 and the MAX 9.74 Boeing, the FAA, and Congress were
confident in 2020 that Boeing would meet the December 2022 certification deadline
for the MAX 7 and MAX 10.75
The process of certifying the MAX 7 and MAX 10 moved more slowly than
anticipated because the FAA took a more demanding stance on certification following
the two 737 MAX crashes, criticism of the FAA’s previously close relationship with
Boeing, and the passage of the ACSAA.76 Boeing CEO Calhoun noted the MAX 7 and
MAX 10 certifications were “definitely a more rigorous process. Everything has to be
completed.”77 Most observers in early 2022 believed the MAX 7 certification was on
track to meet the December 2022 deadline, with the primary issue being proper
certification process documentation.78 The FAA assigned additional FAA employees
to its certification process review to prevent internal delays.79
The FAA informed Boeing in March 2022 that the agency doubted that the MAX
10 would meet the December 2022 deadline because of Boeing documentation and
testing delays.80 The FAA noted that only Congress could extend the December 2022
MAX 10 FAA certification deadline with the current 737 MAX pilot alerting system
by amending ACSAA or passing new legislation.81 The FAA would stop its work on
MAX 10 certification at the end of December 2022 if Congress did not extend the
deadline.82
Public skepticism about Boeing’s actions increased further when a Netflix
documentary on the 737 MAX debacle was the eighth-most-watched film globally in
March 2022.83 Boeing’s public image also was impacted in June 2022 when a group of
737 MAX crash victims’ families and former Boeing managers made a joint public
appeal for Boeing to upgrade the 737 MAX pilot alerting system.84 Boeing continued
to claim the 737 MAX was safe, and the victims’ families continued to meet with
lawmakers and regulators regarding 737 MAX safety concerns.85 Boeing’s tarnished
reputation led one unnamed senior Boeing executive to note that Boeing’s “problem
is they can’t generate any goodwill” in Congress.86
The release of an FAA-commissioned independent report in June 2022 increased
concerns over the existing 737 MAX pilot alerting system because the report concluded
that the 737 MAX pilot alerting system and MCAS malfunctions contributed to the
two 737 MAX 8 crashes.87 European regulators (EASA) added additional MAX 10
pilot alerting system requirements, further slowing Boeing’s documentation and testing
process.88 These additional required modifications were expected to delay the MAX 10
EASA certification until at least late 2023.89 EASA had no deadline for MAX 10
certification.90
DECISION POINT
Boeing CEO Calhoun met with aviation journalists at Boeing’s new headquarters in
Arlington, Virginia in July 2022 to provide his perspective on Boeing’s MAX 10
options before the 2022 Farnborough Airshow in England.91 The Farnborough
Airshow was a major arena for Boeing and Airbus to announce new products and
orders.92 Questions about the MAX 10’s future would be center stage at Farnborough
as airlines worldwide considered whether to order the MAX 10, cancel existing MAX
10 orders, or consider Airbus aircraft as an alternative to the MAX 10.93 Calhoun told
the journalists that Congress needed to allow the FAA more time to complete the MAX
10 certification with the existing pilot alerting system.94 He also noted that persuading
Congress to approve a deadline extension would be contentious, and that he was ready
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for a fight.95 Calhoun stated that Boeing might cancel the MAX 10 if Congress did not
approve a certification deadline extension, although he did not expect to cancel the
MAX 10.96 Mentioning a potential MAX 10 cancellation may have been a bargaining
ploy with Congress, because such a cancellation would negatively impact the U.S.
economy, increase unemployment, impact voters, and increase pressure on Congress.
The cancellation also would cost Boeing up to $25 billion in sales,97 weaken Boeing’s
competitive position, and leave Boeing offering no direct competitor to the Airbus
321neo, which had 4,241 orders by June 2022.98 A MAX 10 cancellation also might
also prod Boeing to develop a new airliner at an estimated cost of $15 billion, and a
commitment of at least seven years before the airliner could be in commercial use.99
A major decision facing Calhoun and Boeing was what was the best means to
convince Congress to approve a certification deadline extension: keep the effort
internal to Boeing, or work with affected stakeholders. Boeing's Government
Operations office employed 115 government affairs specialists and spent over $13
million to win support for Boeing programs from Congress in 2021.100 An alternative
to influencing Congress was eliciting stakeholder support to persuade Congress, from
groups that might be impacted if the MAX 10 deadline was not extended.101 These
stakeholder groups included Boeing customer airlines, suppliers and contractors, their
employees and unions, the communities where Boeing and subcontractor plants were
located, and the U.S. government, which purchased defense and commercial Boeing
products (See Exhibit C). The Boeing 737’s economic impact had been demonstrated
as significant when Boeing 737 production was halted in 2019 and caused the U.S.
gross domestic product (GDP) to drop one-half percent in the first quarter of 2020.102
Another estimate noted that The Boeing Company employed about 140,000
Americans, and utilized 13,600 subcontractors who employed another 1.3 million.103
Any effort to persuade Congress also would need to counter efforts by those opposed
to a MAX 10 deadline extension, including crash victims’ families, former Boeing
executives publicly opposed to a MAX 10 certification extension,104 safety experts who
questioned why the 737 MAX was the only U.S. airliner without a modern pilot alerting
system105 and those who believed Boeing should have met the original December 2022
certification deadline and should not receive a second chance.106 The efforts to sway
Congress would occur in a politically charged environment as Congress dealt with
domestic issues, mid-term elections, and the War in Ukraine.107
Calhoun needed to decide quickly how Boeing would fight for the MAX 10
certification deadline extension. The required legislation could take weeks or months
to wind through the appropriate congressional committees and win House and Senate
approval before the certification deadline. The FAA would be forced to stop MAX 10
certification efforts in late December 2022 without a deadline extension.108 Getting
approval was further complicated by Congressional politics. The Democrats had a
narrow majority in both the House and Senate in 2022, and the Republicans were
predicted (in July 2022) to win a majority in both houses of Congress in the November
mid-term elections109 (See Exhibit D). Who supported the deadline extension was
more complex than political party affiliation, as members of both parties supported or
opposed extending the MAX 10 certification deadline based on constituent needs and
politicians’ individual agendas.110 Waiting for a new Congress to approve restarting the
FAA certification would delay MAX 10 deliveries and increase Boeing’s costs.111 It also
was uncertain that the new Congress would support a deadline extension, which might
force costly redesigns and further delivery delays.112 A major concern, as Calhoun
prepared to leave for the Farnborough Airshow, was how Calhoun and Boeing should
fight for a second chance for the MAX 10.
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Exhibit A: Boeing Company Key Financial Data 2017-2021
All numbers in million US$ 2021 2020 2019 2018 2017
Total revenues 62,286 58,158 76,559 101,127 94,005
Commercial Airplanes 19,493 16,162 32,255 57,499 54,612
Defense, Space & Security 26,540 26,257 26,095 26,392 23,938
All Other Businesses1 16,253 15,739 18,209 17,236 15,455
Total costs and expenses (59,269) (63,843) (72,093) (81,490) (76,612)
General and administrative expense (4,157) (4,817) (3,909) (4,567) (4,095)
Research and development expenses, net (2,249) (2,476) (3,219) (3,269) (3,179)
Operating investments, Disposition gains 487 211 687 186 225
(Loss) Earnings from Operations (2,902) (12,767) (1,975) 11,987 10,344
Interest, Income Tax, and Other Income (1,388) 826 1,339 (1,527) (1,886)
Total Net (Loss)/Earnings (4,290) (11,941) (636) 10,460 8,458
(Loss)/Earnings from operations
Commercial Airplanes (6,475) (13,847) (6,657) 7,830 5,285
Defense, Space & Security 1,544 1,539 2,608 1,657 2,383
All Other Businesses1 2,123 513 2,725 2,615 2,365
Assets
Current assets 108,666 121,642 102,229 87,380 85,194
Total assets 138,552 152,136 133,625 117,359 112,362
Liabilities
Short-term debt and current portion of
long-term debt 1,296 1,693 7,340 3,190 1,335
Other current liabilities 80,696 85,587 89,972 78,400 75,313
Current Liabilities 81,992 87,280 97,312 81,590 76,648
Long-term debt 56,806 61,890 19,962 10,657 9,782
Total liabilities 2 153,398 170,211 141,925 116,949 110,649
Retained earnings 34,408 38,610 50,644 55,941 49,618
Total equity (14,846) (18,075) (8,300) 410 1,713
1 All Other Businesses include Global Services, Boeing Capital, and miscellaneous revenues/expenses.
2 2017, 2018, and 2019 Total liabilities calculated based on 10-K information.
Sources: Boeing Company 10-K, 2018-2022
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Exhibit B: The Boeing Company
Boeing versus Airbus Single-Aisle Airliner
Product Line Technical Specifications113
Net
Orders as
List Price
Maximum Range of June
(Estimate in Year
Seatsa (nm) Length 30, 2022b
Million US$)c Certified
The Boeing Company 737 Series
737 MAX 7 172 3,850 119 ft. 8 in. 248 99.7 -e
737 MAX 8 210 3,550 129 ft. 8 in. 2,043 121.6 2017
737 MAX 9 d 220 3,550 138 ft. 4 in. 105 128.9 2018
737 MAX 10d 230 3,300 146 ft. 0 in. 550 134.9 -e
Note: Boeing received 1,121 737 MAX orders as of 6/30/2022 with the specific 737 MAX model
not specified and to be determined later based on market conditions and customer needs.
nm = nautical miles
a one (1) class seating
b Net orders are new orders less cancellations
c Prices were discounted based on aircraft order volume. Discounts not public information.
d one (1) auxiliary fuel tank
e Not certified at the time of the case
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Exhibit C: Boeing 737 MAX U.S. Stakeholders (as of July 2022)114
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71 Gates, D. (2022). March 24, 2022.
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74 Broderick, S. et al. (2022).
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78 Chokshi, N. (2022).
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80 Hemmerdinger, J. (2022).
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84 Chokshi, N. (2022).
85 Ibid.
86 Ostrower, J. (2022).
87 Askey, et al. (2022).
88 Hemmerdinger, J. (2022).
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95 Ibid.
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Root, A. (2022). “Boeing could lose billions in sales to Airbus if it cancels the 737
97
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Boeing’s troubles cost the aerospace industry $4bn a quarter. (2019). The
103
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114 Exhibit C Sources
I. Alaska Air Group, Inc. (2023). Form 10-K Annual Report Pursuant
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Fiscal Year ended December 31, 2022. Released February 13, 2023.
II. The Boeing Company (2023). Boeing: Orders and Deliveries. January
31, 2023.
III. Delta Air Lines, Inc. (2023). Form 10-K Annual Report Pursuant to
Section 13 or 15(d) of the Securities and Exchange Act of 1934 for the Fiscal
Year ended December 31, 2022. Published February 10, 2023.
IV. Schwartz, E. (2020). “A Global Look at the 737 MAX.” Econlife.
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V. Southwest. (2023). Form 10-K Annual Report Pursuant to Section 13
or 15(d) of the Securities and Exchange Act of 1934 for the Fiscal Year
ended December 31, 2022. Published February 3, 2023.
VI. The Boeing Company. (2023) Form 10-K Annual Report Pursuant to
Section 13 or 15(d) of the Securities and Exchange Act of 1934 for the Fiscal
Year ended December 31, 2022. Published January 27, 2023.
VII. United Airlines, Inc. (2023). Form 10-K Annual Report Pursuant to
Section 13 or 15(d) of the Securities and Exchange Act of 1934 for the Fiscal
Year ended December 31, 2022. Published February 16, 2023.
VIII. Schwartz, E. (2020). “A Global Look at the 737 MAX.” Econlife.
Published January 13, 2020. https://econlife.com/2020/01/the-737-max-
supply-chain/
115 Exhibit D Source
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Congressional Research Service, July 13, 2022. R46705,
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Nov 2025.