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If both players go ahead, the product is likely to generate losses for both players. If neither goes ahead, a profitable market remains untapped. (See Exhibit I.)
This appears to be a plausible model of the strategic situation when Boeing and Airbus first envisioned jetliners with up to 1,000 seats...
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Development from scratch was projected at $15 billion, with a market capacity estimated to be well below 2,000 aircraft. Unsurprisingly, both companies sought to avoid the Developer's Dilemma by entering a strategic alliance designed to bundle resources in the development of a Very Large Commercial Transport (VLCT), as it became known...
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