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Book Cover
E-book
Author Stewart, Duncan, author

Title The Boeing Company : a branding campaign meets terrorism / Duncan Stewart, Michael Dominguez, Carlo Odicino, James S. O'Rourke
Published London : SAGE Publications Ltd, 2017
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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.
Aircraft industry -- United States -- Case studies.
Aerospace industries -- United States -- Case studies.
Boeing airplanes -- Case studies.
September 11 Terrorist Attacks, 2001 -- Case studies.
Genre/Form Case studies.
Form Electronic book
Author Dominguez, Michael, author
Odicino, Carlo, author
O'Rourke, James S., 1946- author
ISBN 9781526407047 (ebook)