Boeing last week rolled out the first member of its updated next generation 737 family, a 737-700, intensifying its battle with Europe's Airbus Industrie and McDonnell Douglas for the crucial narrow-body transport market. The three new 737s--designated the -600, -700 and -800--represent a key test for Boeing's value-oriented, high-production rate pricing strategy. Program schedule and profitability also hinge on the success of Boeing's massive, ongoing system and process streamlining ...

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