Less than a decade, Bombardier has increased from an average Canadian company in highly profitable global player in large part because the introduction of a new generation of regional aircraft and successfully marketing its products to airlines around the world. The events take place on the other side of the world, however, threatens hard-earned success of Bombardier. Nasty trade dispute with Brazilian rival Embraer is delayed for a fifth year with no end in sight. Recent developments in the WTO dispute forced CEO Robert Brown and his team to decide on a strategy that may well be the most important year in the history of the company.
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by Ravi Abdelal, Laura Alfaro, Brett Laschinger Source: HBS Premier Case Collection 24 pages. Publication Date: February 20, 2003. Prod. #: 703022-HCB-ENG
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