Airbus case study

Introduction ( Facts ) .

  • Airbus is the company that deals with the fabrication of aircrafts in the market. It was officially established in 1970 as a European pool.
  • It has a caput office in Toulouse ; France operates out of over 160 international locations. It include 16 chief development and fabrication sites in France, UK, Germany & A ; Spain and three entirely owned subordinates in China, Japan and North America.
  • The Airbus benefits from a alone work force that integrates more than 80 nationalities and speaks over 20 different linguistic communications.

  • At the bosom of the airbus lies a nucleus of human endowment, vision and difficult work the supports them as a taking company in the market.
  • There are over 55,000 work forces of more than 80 different nationalities working at the Airbus. Such cultural diverseness is the key to Airbus success.
  • The chief jobs in the instance survey is what is the cause of hold in conveying Airbus A380 in market for two old ages and a loss of euro 2 billion.
    Get quality help now
    Bella Hamilton
    Bella Hamilton
    checked Verified writer

    Proficient in: Bus

    star star star star 5 (234)

    “ Very organized ,I enjoyed and Loved every bit of our professional interaction ”

    avatar avatar avatar
    +84 relevant experts are online
    Hire writer

  • The hold was fundamentally due to the cultural differences and proficient jobs such as wiring jobs.
  • An fall study 2006 high spots an intercultural study at EADS, which portrays the different perceptual experience that each civilization at Airbus has for others.
  • The singular thing about these perceptual experiences is that they are extremely stereotypes.

Problems Faced by Airbus

Socio-cultural & A ; proficient jobs.

  • The work force at the aircraft maker is geographically distributed in proportion to national ownership bets. In an case of economic patriotism, authorities distort private minutess among economic histrions by know aparting against aliens in the name of national involvement.
    Get to Know The Price Estimate For Your Paper
    Number of pages
    Email Invalid email

    By clicking “Check Writers’ Offers”, you agree to our terms of service and privacy policy. We’ll occasionally send you promo and account related email

    "You must agree to out terms of services and privacy policy"
    Write my paper

    You won’t be charged yet!

    This lead to the lessening in the productive efficiency. It is because of the assorted differences of direction manners and manner of communicating. For e.g. : comparison with the Gallic people, the Germans prefer corporate determination devising, whereas the Gallic prefer centralised determination. At the same clip the Spanish are flexible but have lower status composite, so they have tendency to be obscure and undependable due to which they respond really less. ( Ian Stokes, 2006 ) .

  • The chief job is when EADS company of Airbus was created, two head executives German and Gallic headed it. It was maintained even due to cognizing the fact of the crisis caused by jobs in development in A380 began. Looking from the Hofstedes cultural dimensions the Gallic likes high power distance whereas the Germans prefer low power distance. So while doing determinations Germans tend to interfere in the conversations while it is being dislike by France people. So this unintentionally hurt the self-importance 's of the Gallic people and creates a struggle between them. ( Hofstede. G, 1991 ) 1
  • Due to the authorities engagement several states, cost film editing steps were delayed as province assistance comes to deliver their several spouse foremost. From this state of affairs it seems that power Idaho distributed unevenly. The authorities is being self centred and looking after its ain motivations. Even no action id being undertaken by the group members of the company in order to undertake this issue. It is in this country that a civilization shows the extent to which it ‘tolerates and Fosters picking orders, and how actively members try to cut down them ' . ( Mead, 1994 ; 66 ) 1
  • One of the chief causes in hold of the launch of Airbus A380 for two old ages was owing to the fact of holding a complex wiring design system for it.
  • There were 1,200 maps to command the plane that takes 98,000 wires & A ; 40,000 connections. The system has 500,000 theoretical accounts, which needs to be kept in sync from different states. It was complicated and really much clip devouring due the fact of the applied scientists being at different locations.
  • Even the aircraft parts were built at different locations. For illustration: nose subdivisions are built in France, fuselages in Germany, wings in Great Britain and dress suits in Spain. And the concluding assembly were done in Toulouse ( France ) . It unnecessarily increased the transit cost, communicating jobs and foremost aspect clip ingestion.
  • There was a job with respects to package and cognition every bit good. The applied scientists in Germany and Spain used the older version V4 of the CAD plan in order to plan the wiring system, while the applied scientists in France and England used the newer version V5. This created problem and hold while reassigning the information because the some informations was lost while reassigning files from one system to another.
  • With respects to knowledge, French were familiar with the package while the Germans were non inexperienced compared to French. Harmonizing to Hofstedes1 it seem that the Gallic are more of individualistic in nature because they were least concerned about the preparation of its spouse company 's. Due to the deficiency of integrating in technology it resulted failure in executing.
  • When the HRM squad was most needed to develop the employees & A ; communicate between them sing the package jobs, they were really busy with reacting to the new legislation- such as those concerned with labour working hours and the Gallic directive on rights of persons to take their ain preparation. As the Gallic are more type of individuality because of the penchant towards centralised executive, they tend to first screen out their jobs that made them occupy in making things which was non of import compared to developing job. ( Ian Stokes, 2006 ) 1 ; ( Trompenaars, 1993 ; 8-11 ) 1
  • The top directors were busy fighting for the senior place in the pool and lobbying for influence. These lead political ends get in the manner of undertaking ends. From this it seems that that the top directors were really much individualistic in nature. They were more interested in acquiring the name an enjoy being superior in the organisation. They seemed to be self-achievement oriented and least concerned about the jobs traveling on in the company. This dispersed the determination doing power which was most needed in jobs like this. ( Hofstede, 1991 ) 1

All this jobs lead to the hold in launch of Airbus A380 for two old ages that was scheduled to establish in 2006. Delay in bringing forced some air hoses to call off their orders. This gave them loss of euro 2 billion due that they had to do drastic cuts in the size of its work force and closing of some workss, which in bend dented their image in the market.

Attempts taken by Airbus to undertake the issues.

  • In order to undertake the design of the wiring system and the package jobs, Airbus made particular investing to develop its employees with the aid of the package provider.
  • They even tried to put up intercultural Sessionss to animate a warm feeling of common apprehension, but it failed to turn to adequately the basicss of co-operation.
  • The EADS directors most of the times tried to pull attending to the common countries and similarities, instead than differences in order to undertake the cross-cultural differences with respects to perceptual experiences and making things.
  • They have distributed their work force in proportion to the ownership bets geographically because they thought that this would increase their productive efficiency.

Economic Patriotism:

Many administrations are forced to develop and spread out themselves into new markets overseas due to the increasing ripening of domestic markets and foreign rivals. In order to derive a competitory advantage over their rivals they are recognizing their individuality that can assist them to prolong. The chief motivation behind this measure is that by edifying the lone one of its sort personality or character of an administration or group, all the manner through symbols, communications and behaviors, it will assist them to make favorable corporate image in the heads of these groups. Such distinction will assist them to make an image based on the singularity of its ain individuality, every bit good as making a inclination in the heads of the people or groups as a footing for developing long-run profitable relationships. ( Van, 1992 ) 2.

Economic nationalism is most of likewise related on these theories. Economic nationalism agencies, “supporting one 's country” . Economic nationalism is the co-ordinated and the promoted behavior of consumers or companies ( both private and public ) that consists of favoring the good or services produced in their state or in their group of states ( wikipedia ) 3.

Harmonizing to me economic nationalism means favoring the people and patterns done in 1s ain state, right or incorrect. The chief motivation of the people populating in their ain state is to advance its ideas, beliefs, manner of making concern, etc. this is automatically done because they had been under the influence of such patterns since their childhood. It 's like showing that they love their state and ready to give for it.

Economicss nationalism can be done with the aid of many activities for e.g. : baronial duties on imports, quota system, or promoting consumers to buy ain domestic services and merchandises. Now a yearss a new type of economic nationalism has came up that does non let foreign investors to develop or get companies in one 's state. For e.g. : Arcelor acquired by Mittal ( Largest steel industry ) .

Government and political organic structures are playing the chief function to advance economic nationalism. Even in the Airbus instance survey economic nationalism has played a important function in jobs created by authorities of different states. The work force at the company is geographically distributed in proportion to national ownership bets. So this makes the work force far from each other. Harmonizing to the company it may assist them to increase productive efficiency. But in an case of economic patriotism ( whereby the people support their several rights and states ) , the authorities of several states changed private minutess harmonizing to their ideas and patterns in order to protect the local economic involvements.

They discriminated aliens in the name of national involvement. So political organic structures came into function in order to back up the local people. Their economic motivations include the saving of employment or attractive force of economic activity to a certain country. And the company 's strategic motivations were to include national security in order to gaining control rents abroad in monopolistic market. But the loyal attack of the company proved uneffective because it conflicts with the economic efficiency, which derives from the protection of the involvements of the local anterooms.

The company tried to incorporate all its employees and make a sense of togetherness but the “economic patriotism” practiced by the people and authorities in several states failed the company 's aims. The politicians want to win the ballots from people by back uping their involvement. The damaged caused by economic patriotism indirectly created inefficiency and hapless public presentation of corporate administration.

Due to this harm Airbus repute was dented. The authorities did non supported because it conflicted with the thoughts and ideas of the authorities. The cost film editing steps were delayed because the province assistance foremost comes to deliver the government-supported company. The competition increased because authorities supported companies had privileged entree to substructure and procurance contracts. This delayed all the procedure in the company and unnecessarily increased the loss and the cost of production. Indirectly the Airbus suffered from coup d'etat menaces from the more efficient administrations. Finally, the national attempts to back up one 's involvement proved to be self-defeating as other states react in sort, neutralizing the initial effort to derive competitory advantage.

Contemplation of the manner the company was organised.

One of the causes of the hold was the complex wiring system and the package compatibility. The digital system has 500,000 theoretical accounts that need to be kept in sync. Despite of the fact that even a individual error can make jobs the company operated from different parts further perplexing the wiring system.

The seems to be communicating spread between the employees because applied scientists in Germany and Spain used the older V4 version of the CAD plan to plan the wiring whereas applied scientists in France and England used the newer V5 version. Although it has been said by the package developer that both the version were compatible but the company should non hold taken hazards of traveling with different versions. Although there was claim by developer sing compatibility the information was lost while reassigning files from one system to another. The providers were besides non involved in a collaborative attempt to expect jobs.

There was deficiency of preparation and communicating among the applied scientists every bit good. It can be seen because the applied scientists in France were familiar with the package while the Germans did non hold much experience with it. This shows that there is centralized determination in the company that made other applied scientists lack of cognition.

They built the different parts in different part, which farther complicated the collection system due to the deficiency of communicating related to knowledge and package jobs. Writer Hellemans notes that ‘what happened in Germany was non merely proficient jobs related to package but it was an executing failure due to miss of efficient cognition ' . ( Davis, 2007 ) 1

From the jobs that Airbus faced, the company was non decently organised because it seems that relied largely on the package developer sing the solutions. There was even lack of preparation, communicating and transparence within the administration. It seems that largely the determination were made in central offices merely, non with the consent of other people. The amalgamation of the national constituents in 2001 merely incorporate themselves officially but mentally they were far off from each other. It even seems to be inequality from deficiency of technological development every bit because when France & A ; England upgraded themselves to V5 version, the German and Spain were still on the V4 versions.

Lessons Learned.

In the existent universe there is non any specific best manner to incorporate diverse civilizations within an international joint venture. It entirely depends upon the state of affairs and the sort of civilizations involves. But I am seeking to be closer to individual 's perceptual experience and actions that may take to a common land where everyone accept each other.

Research: Proper research needs to done before puting up such a culturally diversified company. Research should be on the footing of the cultural dimension of Hofstedes1 i.e. power distance, uncertainness turning away, masculine vs. feminine, short-run vs. long-run orientation, what they like and what they do n't. It helps them to incorporate all their activities on the common evidences and come up with a solution that possibly acceptable to everyone.

Collectivist 's attack: As we do n't hold any thought about what people 's privation and desires are, a leftists attack will research the thoughts and perceptual experiences about each other. It will bit by bit assist to cognize each other 's thoughts and beliefs that can be helpful to accomplish the coveted ends and aims. Initially it may make jobs but at the ulterior phase when everybody has been known to each other it help people or employees to understand sing what to make and what non to make.

Diffuse relationships: The company employees need to be considered as members of a group or an organisation. They should be involved decision-making procedure. It helps the employees to construct resonance between themselves that in bend explore each other 's thoughts and beliefs. Their relationships with each other helps us to happen how efficient the organisation is and what stairss need to be taken in order to undertake the cross-cultural issues. Teambuilding session should be conducted in order to make a feeling of unity, which can increase the efficiency of a company. ( Trompenaars, 1993 ; 8-11 ) 1.

Equality: If we integrate diverse civilizations within international joint venture equality should be ever at that place in term development, technological promotion, cognition, etc. in the Airbus it failed because Germany & A ; Spain had V4 version of the Cad programme whereas France & A ; England had the latest V5 version. So ever proper standardization should be adopted within the whole organisation at a specific clip.

Global cognition, local apprehension: the attack should be to indulge diverse civilizations but the procedure should be local. It means any activity done should be on the footing of the activity carries out in the place state of any administration. Proper preparation should be given to its employees from the applied scientists at central offices because they know it better than anyone else. This helps them to devour less clip and accomplish flawlessness, stabilization, which is considered to be critical in any industry in order to accomplish ends and aims. Training can even be of linguistic communication, manner of making things, actions, etc. Due to miss of proper developing the Germans were non familiar with the package, it more delayed the undertaking while put to deathing the fuselages.

Time focal point ( polychromatic ) : Initially the top directors need to be polychromatic in clip i.e. the top directors need to concentrate on several undertakings & A ; should be less dependent on elaborate information while making these undertakings. Their chief focal point should be on engagement with people. This helps the employees or the spouses in concern to be much more expressive and near the direction whenever they feel to make so. ( Hall & A ; hall, 1990 ) .


  1. Marie-Joelle Browaeys and Roger Price - Understanding Cross-cultural Management, 2008.
  2. Marlo Thomas ; Helene Hill, International Marketing Review, Vol16, Number: 4/5, Year: 1999, pp: 376-390.
  3. hypertext transfer protocol: //
Cite this page

Airbus case study. (2020, Jun 01). Retrieved from

Airbus case study
Live chat  with support 24/7

👋 Hi! I’m your smart assistant Amy!

Don’t know where to start? Type your requirements and I’ll connect you to an academic expert within 3 minutes.

get help with your assignment