What strategy did Éric Martel, CEO of Bombardier, implement to turn around the business jet manufacturer struggling with weak financial performance and unsustainable debt levels after its restructuring to shed multiple business lines?
What strategy did Éric Martel, CEO of Bombardier, implement to turn around the business jet manufacturer struggling with weak financial performance and unsustainable debt levels after its restructuring to shed multiple business lines?
In 2020, Éric Martel recalled becoming the CEO of Bombardier, a business jet manufacturer that was facing concerns from investors, customers, and employees about the financial future of the company following its painful restructuring. Hampered by the restriction of the COVID-19 pandemic, Martel faced the difficult task of rebuilding the firm’s corporate identity and brand equity. In this case, students track implementation of Bombardier’s turnaround process as Martel and his leadership team use divestiture, product triage, and supply chain restructuring to rebuild Bombardier’s balance sheet and improve company morale.
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