PROBLEM$-$SOLVING APPLICATION CASE

Money, Design, and Disaster

Assume you're the CEO of a company in which a single product accounts for nearly $80$ percent of current sales $($worth over

$$300$ billion$)$ and it is the fastest selling in the long and proud history of your company. The product sells for approximately

$$100$ million, and great care was taken in its design with the strategy of ensuring it easily fit with your company's other

products which have been purchased by companies around the world. However, this same product is responsible for the

deaths of $346$ people in just six months. The CEO is Dennis Muilenburg, the company is Boeing, and the product is the $737$

Max plane. Every one of these planes sits on the ground across the globe. $82$

COSTS TO THE COMPANY

The value of the lives lost is of course immeasurable but will require compensation. The quantifiable costs are varied and

potentially enormous, such as a drop in the value of the stock, massive legal liabilities from the families of the passengers, and

increased scrutiny from regulators. Boeing's reputation is horribly tarnished, to say the least. Confidence in the quality and

safety of Boeing's products has been deeply shaken for a range of important stakeholders, notably airline passengers who fly

In Boeing's products, investors who buy the company's stock, airlines who purchase the planes, and the pilots and cabin

crews who fly them.

Another stakeholder who thus far has been largely overlooked is Boeing's employees. After all it is they who built, tested, and

helped certify the safety of the planes. The crashes call into question their performance, the collaboration betweenPROBLEM$-$SOLVING APPLICATION CASE

Money, Design, and Disaster

Assume you're the CEO of a company in which a single product accounts for nearly $80$ percent of current sales $($worth over

$$300$ billion$)$ and it is the fastest selling in the long and proud history of your company. The product sells for approximately

$$100$ million, and great care was taken in its design with the strategy of ensuring it easily fit with your company's other

products which have been purchased by companies around the world. However, this same product is responsible for the

deaths of $346$ people in just six months. The CEO is Dennis Muilenburg, the company is Boeing, and the product is the $737$

Max plane. Every one of these planes sits on the ground across the globe. $82$

COSTS TO THE COMPANY

The value of the lives lost is of course immeasurable but will require compensation. The quantifiable costs are varied and

potentially enormous, such as a drop in the value of the stock, massive legal liabilities from the families of the passengers, and

increased scrutiny from regulators. Boeing's reputation is horribly tarnished, to say the least. Confidence in the quality and

safety of Boeing's products has been deeply shaken for a range of important stakeholders, notably airline passengers who fly

In Boeing's products, investors who buy the company's stock, airlines who purchase the planes, and the pilots and cabin

crews who fly them.

Another stakeholder who thus far has been largely overlooked is Boeing's employees. After all it is they who built, tested, and

helped certify the safety of the planes. The crashes call into question their performance, the collaboration between