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?
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January 20 2017
Embraer: Shaking Up the Aircraft Manufacturing Market
This case was prepared by Fabiano Lopes (MBA '05), Alexandre Zimath (MBA '05), Andrea Maat (MBA '05), revised by Cel. Nivaldo Silva, EADS Representative to Embraer, and revised again in 2008, under the supervision of Ming-Jer Chen, the Leslie E. Grayson Professor of Business Administration. Contributions from Robert (Will) Reynolds (MBA '07), Charles Vaughters (MBA '07), and Aaron Watt (MBA '07) are gratefully acknowledged.
Online ISSN: 1111-111X
Print ISSN: 1111-111X
Copyright © 2006 by the University of Virginia Darden School Foundation, Charlottesville, VA. All rights reserved.
2006
University of Virginia Darden School Foundation
Licensed re-use rights only. To order copies, send an e-mail to sales@dardenpublishing.com.No part of this publication may be reproduced, stored in a retrieval system, used in a spreadsheet, or transmitted in any form or by any means—electronic, mechanical, photocopying, recording, or otherwise—without the permission of the Darden School Foundation. Rev. 8/08.
Teaching Notes 1–17.
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Chen M, Zimath A, Maat A, Lopes F, Reynolds W, Silva N, Vaughters C, Watt A (2017;), "Embraer: Shaking Up the Aircraft Manufacturing Market". Teaching Notes, Vol. ahead-of-print No. ahead-of-print.
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