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Boeing turns up juice in tussle with Airbus

Counter-offensive campaign strikes home with US$6.5b Air Canada deal

Fanning the fire: By putting sales at the heart of company culture, Mr Conner has shifted Boeing's airplane division towards market results and away from the engineering-driven focus of his predecessors. - PHOTO: REUTERS

[PARIS/SEATTLE] A few months ago, Boeing Commercial Airplanes chief executive Ray Conner launched an internal campaign to urge the company's staff to fight for every sale following a series of defeats to European rival Airbus.

Its slogan: "We're in it to win it." No longer would Boeing...

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