Amid falling sales and stiff competition, Boeing's commercial arm is revising its airplane designs - and the accompanying PR strategy - to win over various internal and external audiences.
Boeing, caught in the worst aviation downturn on record, is facing one of the most daunting challenges in its 87-year history. Not just from the 50% drop in orders from the world's airlines since September 11, 2001, but also from burgeoning competition from Airbus since the mid-'90s. In response, the company's commercial-airplanes ...