THE struggle over the world market

THE struggle over the world market for big jet aircraft makes for epic narrative. Involving billions of dollars and a great deal of national pride, the story of two industrial giants fighting each other—Boeing from the new world, Airbus from the old—is so gripping that there is nothing quite like it in global business. The cost of developing the product is astronomical, it takes years to come to market and is then in the air for just a generation. Coke versus Pepsi, Sony versus Samsung, Unilever versus Procter & Gamble—none of those battles has quite the same grandeur nor the same high stakes. Only Big Oil in its desperate search for new reserves comes close, but in that business there are several players, and the rules are mostly set by a producers' cartel.

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在大型喷气飞机使叙事史诗世界市场的斗争。涉及数十亿美元和大量的民族自豪感，两个工业巨头互相争斗，波音公司从新世界的故事，空客从旧是那么扣人心弦，在全球的业务没有什么很喜欢它。开发产品成本是个天文数字，它需要多年来市场，然后在空气中只是一个代。可口可乐和百事可乐，索尼和三星，联合利华与宝洁&赌博没有那些战斗有完全相同的伟大也不相同，高风险。在新的储备其绝望的搜索只大油接近，但在事业上有几个球员，和规则大多由生产者卡特尔。