Boeing has long been an iconic American brand, the nation’s leading exporter of aerospace products. But it wants to be something more–a member of the hometown team in places like Europe and the Indian subcontinent when military equipment is being purchased. In Europe, the company has seen an uptick in military sales since Russia invaded Ukraine, and the company wants to continue that trend. But being the favored solution is partly about being on the ground in key markets, and ready to work with local industry in fashioning solutions to national challenges. The way Boeing execs see it, they aren’t trying to become a European defense company–they already are one, and want the world to know it. I have written a commentary for Forbes here.
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