Airbus's grand strategy, by the numbers

Aircraft manufacturer Airbus Industrie's goal to achieve equality with Boeing is affecting profits at Boeing. Airbus has been unable to compete closely with Boeing for many of the 30 years prior to 1998, but it has gradually improved its marketing capabilities and gained market share. Airbus's A320 and A330/340 range of commercial airliners became successful by the early 1990s, but the company was unable to challenge Boeing's dominance in aircraft with 200-250 and 400-plus seats. Airbus was determined to move beyond its one-third market share and began an aggressive marketing campaign to which Boeing had to respond.