Description |
1 online resource |
Series |
SAGE Knowledge. Cases |
|
SAGE Knowledge. Cases
|
Summary |
Boeing, the worlds largest aerospace company, was in the midst of a successful branding campaign when disaster struck. Four Boeing jets were hijacked in the 9/11 terrorist attacks on the United States. The attacks provided shocking views of Boeing planes striking the World Trade Center, and created contrasting images with the Boeing advertisements. CEO Phil Condit must determine whether continuing with the branding campaign would cause more harm than good to the Boeing image |
Notes |
Originally published: Stewart, D., Dominguez, M., Odicino, C., & ORourke, J. S. (2002). The Boeing Company: A branding campaign meets terrorism. 02-06. Notre Dame, IN: The Eugene D. Fanning Center for Business Communication, Mendoza College of Business, University of Notre Dame |
|
Description based on XML content |
Subject |
Condit, Philip M
|
|
Boeing Company.
|
SUBJECT |
Boeing Company. fast (OCoLC)fst00538848 |
Subject |
Aircraft industry -- United States -- Case studies
|
|
Aerospace industries -- United States -- Case studies
|
|
Boeing airplanes -- Case studies
|
|
September 11 Terrorist Attacks, 2001 -- Case studies
|
|
Aerospace industries.
|
|
Aircraft industry.
|
|
Boeing airplanes.
|
|
United States.
|
Genre/Form |
Case studies.
|
Form |
Electronic book
|
Author |
Dominguez, Michael, author
|
|
Odicino, Carlo, author
|
|
O'Rourke, James S., 1946- author.
|
ISBN |
9781526407047 |
|
1526407043 |
|