RUNNING HEAD: INTERNAL AND EXTERNAL MARKETING VARIABLES 1
BUSI 520: Strategic Marketing Management
Discussion Board #2: Module 2—
Internal and External Marketing Variables (Chapters 1-5)
Cartha Branham; Q1, Q6
Kirk Killian; Q2, Q7
Rebecca Russell; Q3, Q8
Stephanie Green; Q4, Q9
Vuai David; Q5, Q10
Liberty University
INTERNAL AND EXTERNAL MARKETING VARIABLES 2
INTERNAL AND EXTERNAL MARKETING VARIABLES 3
Module 2—Internal and External Marketing Variables (Chapters 1-5)
Q1. Provide a description of the product/service and a brief history of the firm.
The Boeing Company is a global corporation specializing in aerospace technologies.
Among their products and services are “commercial and military aircraft, satellites, weapons,
electronic and defense systems, launch systems, advanced information and communication
systems, and performance-based logistics and training” (Boeing, n.d). Their industry
contributions can be separated into 3 divisions: commercial airplanes, military aircraft, and space
technologies. These divisions are entirely designed, manufactured, and supported by Boeing.
The Boeing Company originated in 1916 as Aero Products Company with the production
of a single engine plane. Capitalizing on demand from World War I, the company began to
supply the Navy with seaplanes. The end of the war also brought the end of the demand for new
airplanes. To drive business Boeing began selling other products, including boats. The 1920’s
brought the participation of Boeing in air mail deliveries. In 1928 the company’s first plane built
for the sole purpose of transporting passengers takes flight carrying 12 (Boeing, n.d). Boeing
grew significantly from the point of its innovative designs allowed for shorter and more
comfortable travel time than its competitors. However, reduced military spending hit the
company hard. Caused the company to expand its domain to include other service areas. After
quite years of extreme growth and a few pitfalls, Boeing is now nationally recognized amongst
the top manufacturers and contractors in the world.
INTERNAL AND EXTERNAL MARKETING VARIABLES 4
Q2. Describe and discuss the original 4 P’s of marketing (product, place, promotion, and price),
and the new 4 Ps (people, processes, programs, and performance) relating to the product. (Ch.1)
Marketing any product with God on your side will not be a divined in money but a
relationship with God. “For I will give you a mouth and wisdom, which none of your
adversaries will be able to withstand or contradict” (Luke 21:15 English Standard Version).
Old thought processes of the four Ps of product, place, promotion, and price no longer tell
the whole story anymore (Kotler, & Keller, 2016 pg. 25). Reflection of marketing concepts over
the years has changed the terminology and realities as product, place, promotion, and price each
become people, processes, programs, and performance (Kotler, & Keller, 2016 pg. 26). Along
the four Ps the understanding of the four As of about enhancing the scope of marketing (Kotler,
& Keller, 2016 pg. 26). Management detriments are a consequence of not knowing consumers is
the reason behind most marketing failures (Kotler, & Keller, 2016 pg. 26). Company consumer
knowledge is the quickest most reliable route to success (Kotler, & Keller, 2016 pg. 26). Kotler,
& Keller, 2016 emphasize “customer-centric marketing management framework is what they
believe are the most important consumer values—acceptability, affordability, accessibility, and
awareness” or the four As (Kotler, & Keller, 2016 pg. 26).
Product acceptability to the extent a firm’s product offering exceeds the customers’
expectations with a design or product at the root of acceptability (Kotler, & Keller, 2016 pg. 26).
Examples of the phenomena happen when the enhancement from the “core benefit or increasing
reliability of the product; psychological acceptability can be improved with changes to the brand
image, packing and design, and positioning” (Kotler, & Keller, 2016 pg. 26). Boeing Company
continually analyzes the organizational architecture and management strategies throughout its
evolution bringing technological innovations with a significant impact in every aspect of
manufacturing and their business models (Daniela, & Bucharest 2015, pg. 111 7 114). All the
INTERNAL AND EXTERNAL MARKETING VARIABLES 5
way back to World War I Boeing was a company leading manufacturer innovation and
advancement, a tradition still instilled today (Daniela, & Bucharest 2015, pg. 114).
Price directly influences affordability of the product as an extent of the customers able to
buy in the target market and their willingness and affordability of the product (Kotler, & Keller,
2016 pg. 26). Two sides of the coin must have achieved, one the economic (ability to pay) and
two the psychological (willingness to pay) (Kotler, & Keller, 2016 pg. 26). Company differences
of either maximizing shareholder value or the goal of continuously adding creating value for
customers are the difference of management by spreadsheet rather than quality (Denning, 2013b,
pg. 34). Having knowledge about the factory floor and visualizing were its possibilities can
evolve is the best case. Instead, Boeing overlooked hidden costs and the erosion of skills,
diminished quality, and tight constraints on innovation (Denning, 2013b, pg. 34). When US
companies explored and launched innovative technologies, the outcome leads our civilized world
into the modern impacting transportation and communications (Daniela, & Bucharest 2015, pg.
117).
Place directly influences accessibility for which customers who can readily buy the
products, their two dimensions become availability and convenience (Kotler, & Keller, 2016 pg.
26). Leading environmental strategy Boeing from the early 1970s researching the opportunity of
energy in environmentally friendly places and cutting pollution (Daniela, & Bucharest 2015, pg.
115). Early on Boeing produced photovoltaic cells in their subsidiary SPECTROLAB Inc. in
Sylmar, California, while the company-built wind turbines and achieved success with solar
energy systems for satellites (Daniela, & Bucharest 2015, pg. 115). When a company bases
strategy on goals and forecasting how to achieve is the strategy of “the creation of a unique and
valuable position, involving a separate set of activities” (Daniela, & Bucharest 2015, pg. 112).
INTERNAL AND EXTERNAL MARKETING VARIABLES 6
Additional measure at Boeing created “A good competitive strategy” with a unique value for
their particular set of customers" (Daniela, & Bucharest 2015, pg. 112). Overall the strategy is to
“give aircraft and innovative technologies to meet the increasing competition and manufacturers
who entered later the market” (Daniela, & Bucharest 2015, pg. 112).
Promotion directly influences awareness with the awareness to which customers become
informed about the product, characteristics, persuasion to try it, and repurchase as a customer
(Kotler, & Keller, 2016 pg. 26). When the 777 programs came to online Boeing envisioned the
manufacture as the foundation for growth over 20-30 years (Daniela, & Bucharest 2015, pg.
115). Essential requirements of smooth production of aircraft enable it to efficiently compete
against Airbus in the global passenger-aircraft market (Lueke, 2014, pg. 4). Large visible
products like the involvement in research with public institutions like NASA (National
Aeronautics and Space Administration) and the FAA (Federal Aviation Administration) pushed
Boeing to the forefront of visibility (Daniela, & Bucharest 2015, pg. 115). During the Apollo
project, Boeing gave a comprehensive, integrated system for the entire project and substantiated
them as a leader in aerospace design (Daniela, & Bucharest 2015, pg. 115).
Modern day management using the new four Ps of people, processes, programs, and
performance refocused the company on what is essential to success (Kotler, & Keller, 2016 pg.
26). Since inception the company has conducted business in diversified “products and services,
starting from the development of aircraft and their components up to mail delivery and
maintenance services of the airports” (Daniela, & Bucharest 2015, pg. 115). Currently, Boeings
structure includes two separate divisions. The Boeing Commercial Airplanes Group and the
Boeing Defense, Space & Security Groups (Daniela, & Bucharest 2015, pg. 113).
INTERNAL AND EXTERNAL MARKETING VARIABLES 7
People reflect the internal marketing of the company with the fact employees critical to
marketing a brands success. Marketing is only as good as the people inside the organization. It
also reflects the fact marketers view consumers as people and to understand lives more broadly,
and not just as shoppers who consume products and services (Kotler, & Keller, 2016 pg. 26).
Boeing CBA contains no-strike provisions in most US union contracts preventing employees
strike activities during their contract term (Lueke, 2014, pg. 4). The critical Boeing plan has
been an essential feature of union contracts since 1955 and laid a foundation for a limited
number of strikes since inception (Lueke, 2014, pg. 4). Currently, the Puget Sound workforce at
Boeing is aged over 50 with views of the plan as non-negotiable when they are becoming closer
to retirement (Lueke, 2014, pg. 4). Recently with the 2017 launch of 777X production in mind
Boeing proposed an eight-year extension to the current contract through to 2024 (Lueke, 2014,
pg. 4). With the expansion aimed to ensure the strike-free launch of the 777X, early negotiations
with the no-strike provision in effect, Boeing exercises a steady level of ability to keep
production continuous securing assured delivery of products (Lueke, 2014, pg. 4).
Processes reflect the creativity, discipline, and structure of marketing management.
Marketers must avoid planning and decision making to ensure current marketing ideas, and
concepts play an appropriate role in all they do (Kotler, & Keller, 2016 pg. 26). Notably,
“including creating mutually beneficial long-term relationships and imaginatively generating
insights and breakthrough products, services, and marketing activities” (Kotler, & Keller, 2016
pg. 26). Organizational innovation at Boeing continues to expand in various markets and
acquisitions of stakeholders to achieved demands from the customer. From the beginning of the
company and continued to present Boeing has diversified “products and services, starting from
the development of aircraft and their components up to mail delivery and maintenance services
INTERNAL AND EXTERNAL MARKETING VARIABLES 8
of the airports” (Daniela, & Bucharest 2015, pg. 115). A company strategy at Boeing based on
setting goals, determining how to achieve, and answering the question “What is the strategy?” is
a creation of unique positions involving different sets of activities” (Daniela, & Bucharest 2015,
pg. 115). Along the same lines, Boeing believes in “A good competitive strategy” created with
unique value to their particular set of customers" (Daniela, & Bucharest 2015, pg. 112).
Programs reflect a firms consumer-directed activities. Encompassment from old four Ps
as well as the range of marketing activities not fitting neatly into the old views (Kotler, & Keller,
2016 pg. 26-27). Whether they are “offline or online, traditional or nontraditional,” these
activities integrate, so their whole is greater than a sum of their parts while they accomplish
multiple objectives for the firm (Kotler, & Keller, 2016 pg. 26-27). Boeing has pushed out direct
consumer initiatives to meet the demands of their customers changing needs has arisen. The
events of September 11th, 2001, launched Boeing to introduce video monitoring equipment on
commercial aircraft (Daniela, & Bucharest 2015, pg. 114). Demand on the market reflected
increased security and allowed pilots to look-over the passengers cabin during the whole flight
(Daniela, & Bucharest 2015, pg. 114). Additionally, recognition of their biggest problem with
the Dreamliner program was the outsourcing of manufacturing and most of the engineering
(Denning, 2013b, pg. 31). The performance of the company was in the hands of outsourced
logistics’ instead of internal oversight ensuring designs were consistent so the parts fit together;
But they didn’t fit together (Denning, 2013b, pg. 31).
Performance in marketing captures the possibilities of an outcome measured against the
financial and nonfinancial implications of company profitability, brand, and customer equity,
concerning worldview issues beyond the company including social responsibility, legal, ethical,
and the environmental (Kotler, & Keller, 2016 pg. 26-27). Boeing has acknowledged their
INTERNAL AND EXTERNAL MARKETING VARIABLES 9
engineering is critical to their mission (Denning, 2013b, pg. 31). Boeing CEO Moser
commented “There is almost nothing as complicated as the Dreamliner program” (Denning,
2013b, pg. 31). Solutions to their performance problem are to, bring some manufacturing back
to the parent company. The CEO Moser stated he “estimated total costs included, nearly 25
percent of manufacturing currently outsourced would be more profitably if brought home
(Denning, 2013b, pg. 31). Unfortunately, the outsourcing has gapped capability and knowledge
as Moser stated it would happen “if the manufacturing expertise still exists (Denning, 2013b, pg.
31).
Q3. Explain the organization’s mission. Provide its mission statement or create one if necessary.
(Ch. 2)
A mission statement is developed within a company by all employees and shares the
opportunity and direction a company is intending to go (Kotler & Keller, 2016, p.41). Boeing’s
mission statement focuses on developing a better tomorrow within the Aerospace industry.
Aerospace is an industry keeps growing no matter how the world changes. Boeing explores
different options on connecting with the consumers, protecting those who fly in their planes and
the development of their product line.
The values Boeing has, defines who they are and sets a guide line of who they want to be.
These six values, integrity, quality, safety, diversity & inclusion, trust & respect and corporate
citizenship are ones who inspires Boeing employees to live by daily (Boeing, 2018). A company
holds a strong mission statement and strong values are committed to providing consumers with
high quality products are on the competitive edge in the Aerospace industry.
The mission statement Boeing holds set the tone for their products and what consumers
should expect from their services and products. The explanations Boeing has listed on their
INTERNAL AND EXTERNAL MARKETING VARIABLES 10
website of the values they have set for their employees and products illustrates their
determination to provide consumers with high quality planes meeting the Aerospace industry
requirements for safety. Boeing is a company well known throughout the world and has
consumers from several different countries purchase their planes. Airline companies are the
leading purchasers of the planes Boeing produces. By marketing the planes to airline companies
the mission statement and values illustrates safety and connecting to the consumer is their
leading goal. Boeing’s Purpose and Mission: Connect, Protect, Explore and Inspire the World
through Aerospace Innovation, (www.boeing.com, 2018).
Q4. Conduct a brief SWOT (strengths, weaknesses, opportunities, threats) analysis for the
organization. (Ch. 2)
Strengths Weaknesses
Largest aerospace in the world
Strong focus on R&D
787 Dreamliner (best plane)
Decreased layover
Dependency on US gov't contracts
Labor issues
Over-dependency in technology
Opportunities Threats
Increasing demand for commercial
airplanes
Growing defense market
Potential globalization of company
Increase in technology
Increased demand in longer flights
New suppliers
Foreign airspace polices
Foreign government politics
Decrease in economy
Intense competition
Fixed price contracts
Q5. Describe and discuss demographic trends that affect the sale of the product/service (Ch.3)
According to the text, population is the greatest driving force in monitoring demographic
trends (Kotler, & Keller, 2016 pg. 73). Explicitly relative to growth of various markets within
cities, countries, as well as retrospect to ethnicity and age distribution across nations. Being said,
INTERNAL AND EXTERNAL MARKETING VARIABLES 11
the world’s population is projected to grow to 9.2 billion by 2040 alone, and up to 10.2 billion
2060 (Roser, M., Ortiz-Ospina, E. 2017). In an ever-growing world with technology at our
fingertips and advancements ever changing, the demand for travel will undoubtedly be in
demand moving forward. To accommodate the conjectured growth, Boeing has forecasted a $6
trillion figure to deliver 41,030 jetliners, to cover the transportation growth of 4.7% per year for
the next 20 years (Wall, R. 2017). Boeing being the largest aircraft manufacturer is poised to
maintain its staple within the market moving forward. Even with competitors like Airbus, who
made the famed A380 has had to throttle back on larger scale aircraft with Boeing, due to the
softening of particular markets (Wall, R. 2017). But with new build contracts of smaller vessels,
the projected world travel growth for the next couple decades, Boeing has a firm grip on airline
manufacturing with a bright future ahead.
Q6. Describe and discuss current economic trends that affect the sale of the product/service. (Ch.
3)
Q7. Describe and discuss technological changes that have affected the sale of the
product/service. (Ch.3)
Embrace change always, the difference may be little but will still teach lessons from God.
“For no good tree bears bad fruit, nor again does a bad tree bear good fruit, for each tree is
known by its own fruit. For figs are not gathered from thorn bushes, nor are grapes picked from a
bramble bush. The good person out of the good treasure of his heart produces good, and the evil
person out of his evil treasure produces evil, for out of the abundance of the heart his mouth
speaks” (Luke 6:43-45 English Standard Version).
The Technological changes of Boeing became essential to market capitalism of
technology as the price of progress grew (Kotler, & Keller, 2016 pg. 82). Since inception Boeing
INTERNAL AND EXTERNAL MARKETING VARIABLES 12
maintained the forefront of advancement embracing the rule of “old industries fight or ignore
new technologies, they decline” (Kotler, & Keller, 2016 pg. 82). Technological innovations have
a significant impact on every part of Boeing's aspect of business including manufacturing of the
company. (Daniela, & Bucharest 2015, pg. 118).
Environmentally friendly consumers follow companies’ behavior patterns in energy
usage, resource use, and consumption resources measuring their environmental impact (Kotler,
& Keller, 2016 pg. 83). Facts of society today follows U.S. consumers are concerned about
pollution, in drinking water, rivers, and lakes of fresh water and least concerned about global
warming (Kotler, & Keller, 2016 pg. 83). For Boeing, the advantage is clear for customers and
continuing ahead of the trends allows more passengers on airlines.
Leading technology trends with advanced programs accelerated change across the
industry enabling opportunities for innovation (Kotler, & Keller, 2016 pg. 82).
Aircraft development in Boeing follows technology advancement, the commendably,
effort, and risk associated developing radically new aircraft results in the generation of revenue
creating value for each customer (Denning, 2013b, pg. 36). Accelerating changes in innovation
put ideas in the works allowing the time between conception, and implementation to accelerate
shrinking timetables (Kotler, & Keller, 2016 pg. 82). Boeing aims to improve travel for the
airline's customers, the passengers (Denning, 2013b, pg. 36).
Green projects at Boeing explore and developed technology with supporting government
institutions assisting the objectives of energy independence and efficiency (Daniela, & Bucharest
2015, pg. 118). With consumer interest from green products expanded to energy and technology,
sixty percent of consumers want to buy products with environmentally responsible companies
like Boeing (Kotler, & Keller, 2016 pg. 81). Adding value to immediate customers, the airlines
INTERNAL AND EXTERNAL MARKETING VARIABLES 13
use newly designed electrical systems using lightweight batteries and adopting new hi-tech
innovations keeps passengers happy earning profits down the chain for airlines and Boeing
(Denning, 2013b, pg. 36).
R&D in the United States cost $436 billion in 2012 (Kotler, & Keller, 2016 pg. 83). At
Boeing in innovation comes from government-funded research teamed with the National
Aeronautics and Space Administration (NASA) and Military development with the Department
of Defense (DOD) (Kotler, & Keller, 2016 pg. 83). Consequently, budgets are trending to the
development side, not research and Boeing is feeling the ramifications of missing opportunity
because of outsourcing to complete necessary science studies (Kotler, & Keller, 2016 pg. 83)
(Daniela, & Bucharest 2015, pg. 118).
In 2014 168,400 employees made up the workforce of Boeing, the largest aerospace
company in the world and a leading US exporter still with proven technology found, there are
significant risks in outsourcing (Denning, 2013b, pg. 37). When components do not fit together
during assembly, a Boeing aerospace engineer came up with an idea to “To minimize these
potential problems” (Denning, 2013b, pg. 37). The engineer at a 2001 conference said,
“it is necessary for the prime contractor to provide on-site quality, supplier-
management, and sometimes technical support. If not done, the performance of
the prime manufacturer can never exceed the capabilities of the least proficient of
the suppliers. These costs do not vanish merely because the work itself is out-of-
sight.”
(Denning, 2013b, pg. 37).
Subsequently, the company started to return to internal manufacturing. Boeing had a lack of
project management skills; given the risks of the 787 project, a project manager would have built
INTERNAL AND EXTERNAL MARKETING VARIABLES 14
a team to ensure interaction and success (Denning, 2013b, pg. 39). Even with the vast array of
risks, “Boeing significantly increased the amount of outsourcing for the 787 over earlier planes”
creating more issues for the company (Denning, 2013b, pg. 39). Denning (2013b) developed
some excellent after action recommendations for the technology changes (Denning, 2013b, pg.
40-41). Lessons learned to go ahead, Boeing should:
Ensure competent, knowledgeable, and committed management, especially the
project management section.
Recognize innovation and outsourcing increase costs, coordination and risks.
Develop long-term relationships of trust and integrity with critical suppliers.
Favor face-to-face communications over computerized communication tools
(Denning, 2013b, pg. 40-41).
Q8. Describe and discuss consumer tastes and preferences that affect the sale of the
product/service. (Ch. 3)
Boeing develops a variety of airplanes generally meet the requirements of their
consumer’s and aerospace requirements. Although there are certain specifications and
requirements consumers require in the airplanes. The airplanes built by Boeing are either used
for commercial or personal use for a consumer, which is sold within numerous countries. The
requirements and specifications required by a consumer can be simple or so detailed to where the
material (steel) placed in the airplane needs to be to a certain alloy, although processed
differently with higher mechanical properties (required in a specification, Example Pratt &
Whitney) (D'Intino, Boyles, Neck, & Hall, 2008).
The airplanes are built to be most efficient, more capable and flexible, passenger
preferred experience and other services deliver every possible advantage. Boeing’s perspective
INTERNAL AND EXTERNAL MARKETING VARIABLES 15
on being successful is if their supply chain partners are not successful, Boeing will not be.
Consumers are a big variable in the equation for Boeing to be successful, although their supply
chain partners are also a big variable by supplying the material or parts are built within the
airplanes. The sale starts with what the consumer requires and how the supply chain can adapt to
the requirements. Safety and being competitive in price are two main factor consumers look at
when purchasing an airplane.
The demand of airplanes and the parts for repair are high, due to the modern innovation is
developed by Boeing. Airline companies purchase a variety of sizes of airplanes can hold a
certain number of passengers on them, to accommodate certain flights. The idea of marketing
the airplanes Boeing produces comes down to want the consumers require for them to profit
from their business on selling seats on flights.
The cost of an airplane depends on the products, material, labor it takes to produce a
plane in a timely manner and the margin is applied to the cost for Boeing to gain a profit from
the purchase. The parts are produced to be placed in the airplanes can be provided by one main
supplier, but produced by another or even multiple companies.
The idea is to attract the consumer to the possibilities they can have within an airplane,
which also would enhance their profitability within the direction they want to go when marketing
(Kotler & Keller, 2016, p.41). The demand and supply of airplanes have been and will always be
high and will continually be rising. Boeing has been successful throughout the years and will
continue and grow into the future.
Q9. Outline a marketing research process to be used to gather information on present or potential
customers. (Ch. 4)
INTERNAL AND EXTERNAL MARKETING VARIABLES 16
Step 1: Define the problem, the decision alternatives, and the research objective
As a growing multi-international company and the second-largest defense contractor,
Boeing needs to market to select people because they are mostly dependent on government
contracts. Some of the decisions factors they must consider are: what are the political
ramifications on their industry when a new government is sworn in, are certain countries at odds
if so can they do business with those countries, is the economy right for certain products and
services if it better for some products then increase the marketing of those products, and where is
the technological improvements going to be in the following year because they don't want to fall
behind on. One of the current problems Boeing faces is with the new FAA regulations and
technology. They will be releasing new requirements for airplanes to have an electronic weather
system along with texting capabilities for communication in their next regulations booklet which
will be sent out in September of 2020. Therefore, the research objective is to start marketing
those updated planes to commercial airplane companies, airports, and other countries.
Step 2: Develop the Research Plan
Since the new regulations are so far out and foreign counties have different regulations,
Boeing has to figure out who would want a technology upgrade for their plans. It does have other
benefits other than meeting the FAA future requirements, such as increased ability to
communicate with air-traffic control towers during increment weather and decrease the risk of
flying in increment weather. In order to gather data, Boeing could send out surveys and
questionnaires and send representatives to talk to the commercial airlines to gather the primary
data. They could gather the secondary data from the statistics of how much of a risk flying in
increment weather is and do a benefit analysis of the technology.
Step 3: Collect the Information
INTERNAL AND EXTERNAL MARKETING VARIABLES 17
Step 4: Analyze the Information
Using the data collected, Boeing could run cost analysis, sigma six analysis, and
deviation analysis to find out if the data collected shows it is cost worthy to not only produce and
sell the product but also to market to those customers and whether it is the right time to sell the
product.
Step 5: Present the Findings
After receiving the results, the researchers would present their finds to their managers. If
approved, they would then talk to finance, present it to the CEO and CFO.
Step 6: Make the Decision
If the CEO and CFO approve and make the decision to carry on, then Boeing can start the
process of producing the products and marketing the products.
Q10. Which forms of marketing research would be best in gathering consumer
information relating to the product/service? (Ch. 4)
The best ways to garner consumer information relating to a product or service is through
survey research and behavioral data through experiments. The text cites that the most scientific
research is experimental research through the use of introducing different treatment methods,
while controlling extraneous variables to assess the different results whether statistically, or
specifically through stimuli (Kotler, P., Keller, K.L. 2016). Surveying research gives companies a
direct assessment of consumer’s preferences, beliefs, thought process, and overall satisfaction of
a product or services applied (Kotler, P., Keller, K.L. 2016). Being helpful in assessing cost
analysis or the effectiveness of a product, to even the satisfaction of a product through the
consumer’s eyes and can help address issues with design or functionality.
INTERNAL AND EXTERNAL MARKETING VARIABLES 18
INTERNAL AND EXTERNAL MARKETING VARIABLES 19
References
Boeing. (n.d.). Retrieved April 04, 2018, from http://www.boeing.com/company/
Daniela, M., & Bucharest University of Economic Studies Piața Romana 6, Bucharest 010374,
Romania, INCAS – National Institute for Aerospace Research “Elie Carafoli” B-dul Iuliu
Maniu 220, Bucharest 061126, Romania moc[email protected]. (2015).
Management strategies in the aerospace industry. particular case: The boeing
company.Incas Bulletin, 7(1), 111-119. doi:10.13111/2066-8201.2015.7.1.10
Denning, S. (2013a). Boeing's offshoring woes: Seven lessons every CEO must learn.Strategy &
Leadership, 41(3), 29-35. doi:10.1108/10878571311323190
Denning, S. (2013b). What went wrong at boeing. Strategy & Leadership, 41(3), 36-41.
doi:10.1108/10878571311323208
D'Intino, R.,S., Boyles, T., Neck, C. P., & Hall, J. R. (2008). Visionary entrepreneurial leadership
in the aircraft industry. Journal of Management History, 14(1), 39-54. doi:
http://dx.doi.org.ezproxy.liberty.edu/10.1108/17511340810845471
John C. wojick - SVP, global sales and marketing, boeing company. (2015). Boardroom Insiders
Profiles,
Kotler, P., & Keller, K. L. (2016). Marketing management. (Custom 15th ed.). Upper Saddle
River, NJ: Pearson Prentice Hall.
Lueke, S. (2014). The boeing blueprint for dealing with organized labor: Employer strategies in a
changing slow-growth economy. Human Resource Management International Digest,
22(6), 3-6. doi:10.1108/HRMID-08-2014-0111
INTERNAL AND EXTERNAL MARKETING VARIABLES 20
Roser, M., Ortiz-Ospina, E. (2017). World Population Growth. Retrieved from:
https://ourworldindata.org/world-population-growth
Wall, R. (2017). Boeing projects $6 trillion in future plane orders. Retrieve from:
https://www.marketwatch.com/story/boeing-projects-6-trillion-in-future-plane-orders-
2017-06-20
