Marketing and Management in the High-Technology Sector: Strategies and Tactics in the Commercial Airplane Industry

The aerospace industry has undergone tremendous change in recent years. Always something of an anomaly, due to its critical role in national economies and in national security, the sector has always been distinct from other manufacturing industries in its reliance on high-technology innovation and the shifting sands of private and public investment.

Since the end of the Cold War, some firms have exited the business altogether, state-owned companies have been privatized, national firms have been consolidated, and the first transnational aeronautics conglomerate in Europe, EADS, was founded in 1999. Those left standing must strive to exploit international alliances and their network of collaborations in order to gain long-term competitive advantage.

How to harness both management strategies and marketing tactics to the cause in the commercial airplane industry is the subject of this book.