Boeing 737 Max Crisis: Lessons from Data and AI Mismanagement

1 Case Study on Data and AI Boeing 737 Max Crisis Student Name: Institution name: Course name: Lecture’s name: Submission date:

2 TITLE: BOEING 737 MAX CRISIS: A CASE STUDY ON DATA AND AI MISMANAGEMENT SUMMARY: The crisis involving the Boeing 737 Max was sparked by two tragic accidents that occurred within six months. It had far-reaching effects on the global aviation industry and posed a significant threat to Boeing's reputation as the largest exporter in the United States. The mishaps, including Ethiopian Carriers Flight 302 and Lion Air Flight, raised worries about the security of Boeing's lead airplane. Several nations grounded the 737 Max following the accidents, the first of which was China, which barred the aircraft from its airspace. Boeing, the manufacturer, initially blamed pilot mistakes but later admitted full responsibility as additional evidence emerged. An investigation into the accidents by the United States Congress revealed factors like a culture of concealment at Boeing, management's unethical decisions, and relaxed safety standards for the 737 Max. Moreover, concerns were raised about Boeing's impact on the administrative body, the Government Avionics Authority (F.A.A.) (Boeing, 2018). The crisis significantly harmed Boeing's standing as a world leader in the aviation sector. The corporation employed crisis management techniques to improve its reputation and win stakeholders' trust. The goals of these strategies were to address the issues that had been identified, increase accountability and transparency, and place safety first in aircraft production (Boeing, 2018). The Boeing 737 Max emergency is a substantial contextual analysis featuring the significance of successful emergencies for the executives, even with notoriety compromising episodes. It

3 emphasizes the significance of organizations taking responsibility, being open, and implementing robust safety measures. The emergency likewise underlines the meaning of keeping a sound connection between industry players and administrative bodies to maintain the most noteworthy well-being norms. History and Background of Boeing: Since its inception in 1916, Boeing, an American aerospace company, has established itself as a market leader in producing rockets, satellites, helicopters, and civil and military aircraft. At first centered around military airplane creation, Boeing changed to business planes after The Second Great War, planning notorious airplanes like the B-1, B-17, and B-29. The organization experienced colossal development during the 1980s as air travel requests flooded (Mellalieu, 2016).

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4 One of Boeing's most popular commercial aircraft types is the 737 series. The 737 Max 8, the most current model, was presented by Boeing in 2011 and boasted better fuel efficiency and lower operational expenses. The airplane got F.A.A. accreditation in 2017 and immediately acquired prevalence among aircraft worldwide. The cutting-edge C.F.M. International LEAP 1B engines earned its praise. Notwithstanding, the 737 Max 8 confronted an emergency following two lethal mishaps in 2018 and 2019, including Lion Air Flight 610 and Ethiopian Carriers Flight 302, which brought about the deficiency of 346 lives. The 737 Max fleet was grounded worldwide due to these accidents, which raised questions about the aircraft's safety. According to Mellalieu (2016), the incidents prompted inquiries into pilot training, regulatory oversight, and Boeing's manufacturing procedures. The crisis involving the Boeing 737 Max had a significant impact on Boeing's reputation. It brought to light issues like the company's handling of A.I. and data in creating the Maneuvering Characteristics Augmentation System (MCAS), deficiencies in pilot training, and potential regulatory flaws. Boeing implemented a series of crisis management strategies to address these issues and restore stakeholders' trust (Mellalieu, 2016). Regardless of the emergency, Boeing stays a noticeable player in the flight business, known for notorious airplanes like the 747, 777, 737, and 787 Dreamliner. However, the 737 Max crisis is a significant illustration of the significance of aerospace sector crisis management in terms of safety, transparency, and effectiveness (Newburger, 2019).

5 The Boeing 737 Max Crisis: The Boeing 737 Max crisis is a significant case study highlighting the consequences of mishandling data and A.I. in the aviation industry. The 737 Max was intended to be Boeing's new flagship aircraft, boasting advanced features such as the Maneuvering Characteristics Augmentation System (MCAS) that relied heavily on data and A.I. algorithms to enhance flight control ( Kitroeff, 2020). However, multiple factors contributed to the tragic crashes of Lion Air Flight 610 in October 2018 and Ethiopian Airlines Flight 302 in March 2019, resulting in the loss of 346 lives and the grounding of the entire 737 Max fleet worldwide. Investigations and subsequent reports unveiled several critical issues related to data and A.I. mismanagement within Boeing (Rucinski & Shepardson, 2019). 1. Lack of Transparency and Safety Culture: Boeing faced criticism for failing to disclose critical information about MCAS to pilots and regulatory agencies. The company's culture emphasized profitability over safety, leading to inadequate communication and transparency regarding the system's functionality, potential risks, and pilot training requirements ( Kitroeff, 2020). 2. Insufficient Data and Inadequate Testing: The MCAS system relied on data from only one Angle of Attack (AoA) sensor, making it vulnerable to erroneous readings. Boeing's decision to rely on a single sensor without adequate redundancy or failsafe mechanisms significantly compromised the safety of the aircraft. Additionally, the company's testing procedures failed to identify these vulnerabilities, resulting in the system's flawed operation ( Kitroeff, 2020).

6 3. Inadequate Pilot Training and Human-AI Interaction: Boeing's minimal training requirements for pilots transitioning from the previous 737 models to the 737 Max needed to be revised to address the new system's complexities. Pilots must be adequately informed about MCAS and its potential impact on flight control, leading to confusion and ineffective response during critical situations ( Kitroeff, 2020). 4. Regulatory Oversight Challenges: The Federal Aviation Administration (F.A.A.), responsible for certifying the safety of new aircraft, faced criticism for delegating critical certification tasks to Boeing employees. This regulatory approach created potential conflicts of interest and compromised the scrutiny of critical design and safety aspects, including the MCAS system ( Kitroeff, 2020). The Boeing 737 Max crisis underscores the importance of responsible data management, ethical A.I. implementation, and a strong safety culture in technology-driven industries like aviation. It serves as a wake-up call for companies to prioritize safety, transparency, and comprehensive testing while leveraging data and A.I. technologies. The case study emphasizes the need for effective regulation and collaboration between industry stakeholders, regulators, and experts to prevent similar incidents in the future (Kelly, 2019). Strategy throughout the crisis by: 1. Accepting Responsibility: Boeing acknowledged its responsibility for the accidents and expressed remorse for lost lives. The company issued public statements and used social media platforms to offer condolences to the victims' families and express its commitment to preventing similar accidents in the future (Kelly, 2019). 2. Apologizing: Boeing's C.E.O. issued a public apology on YouTube, expressing remorse for the accidents and their impact on the victims' families. The company used the video-

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7 sharing platform to address stakeholders directly and provide updates on the actions taken to address the crisis (Kelly, 2019). 3. Providing Updates and Information: Boeing used various communication channels, including social media platforms like Twitter and Facebook, to regularly update stakeholders. The company shared information on the progress of investigations, safety improvements, and engagement with regulatory authorities (Kelly, 2019). 4. Engaging Stakeholders: Boeing engaged with various stakeholders, including victims' families, regulatory authorities, government officials, and customers. The company held dialogue sessions with the victims' families to understand their needs and provided financial assistance through the Boeing Financial Assistance Fund. Additionally, Boeing communicated with regulatory authorities and government officials to address their concerns and provide information on the actions to ensure safety (Kelly, 2019). 5. Utilizing Social Media: Boeing recognized the significance of social media in crisis communication and employed platforms like Twitter, Facebook, and YouTube to disseminate information and engage with stakeholders. The company shared updates, responded to inquiries, and addressed concerns raised by stakeholders through these channels (Kelly, 2019). 6. Addressing Negative Perception: Boeing's crisis communication strategy aimed to restore its image by countering negative perceptions. The company used social media and traditional media to highlight the steps to enhance safety standards, comply with regulations, and improve transparency (Kelly, 2019). Boeing's crisis communication strategy revolved around accepting responsibility, apologizing, providing updates, engaging stakeholders, utilizing social media, and addressing negative

8 perceptions. The company aimed to rebuild trust and restore its reputation by demonstrating its commitment to safety and accountability (Kelly, 2019). The Boeing Crisis Communication Strategy: Boeing's crisis communication strategy during the 737 MAX crisis involved multiple approaches to address the concerns and interests of various stakeholders. After the second accident involving Ethiopian Airlines Flight 302, Boeing issued a public statement expressing condolences and offering assistance to investigators. The company targeted different audiences, including victims' families, regulatory authorities, government officials, customers (airlines), and pilots' unions, with specific messages for each group. Boeing also engaged with the President of the United States, Donald Trump, in response to his critical Twitter post about the complexities of flying modern airplanes. The company published a telephone conversation between its C.E.O. and the President, assuring him of the safety of the 737 MAX (Josephs, 2019). The use of social media was a crucial part of Boeing's crisis communication strategy. The company provided regular updates on Twitter and Facebook, initially at shorter intervals and later at extended intervals. These updates generated significant interaction among stakeholders, with some expressing frustration and disappointment in Boeing's handling of the crisis. Social media content also influenced traditional media reporting, with major news outlets sourcing news items from social media platforms (Josephs, 2019). YouTube played a role in Boeing's crisis communication strategy as well. The company posted several videos on its YouTube channel, addressing specific topics related to the crisis, such as safety standards and messages of condolences. Including professionals from aviation-related

9 disciplines and victims' families enriched the conversation on social media, eliciting emotional support and condolences from users (Josephs, 2019). Boeing also focused on supporting the victims' families and affected communities. The company engaged in dialogue sessions with the families to understand their needs and pledged $100 million in financial assistance. The fund aimed to compensate the victims' families and support education and economic empowerment in affected communities. Boeing established the One Boeing Support Fund, allowing employees to contribute to long-term change in the affected communities (Josephs, 2019). Boeing's crisis communication strategy addressed stakeholders through public statements, social media updates, engagement with government officials and regulatory authorities, and support for the victims' families and affected communities (Josephs, 2019). The Boeing Image Restoration Strategy: Boeing's response to the 737 MAX crisis involved an image restoration strategy to regain public trust and repair the company's reputation. Initially, Boeing denied responsibility for the accidents, but as evidence emerged suggesting the company's involvement, they quickly changed tactics and adopted an apologetic posture. The study acknowledges that Boeing's image restoration approach and other mitigation measures, such as compensations and management reshuffle, portrayed the company as socially responsible (Girard, 2019). The level of responsibility attributed to Boeing for the crisis was high due to issues like management misconduct and a culture of concealment. According to the Situational Crisis Communication Theory (SCCT), a crisis response strategy should align with the level of responsibility attributed to the organization. In line with this theory, Boeing employed strategies

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10 such as ingratiation and mortification, including compensations to victims' families and support for affected communities, cooperating with investigators, and implementing management changes. These strategies were considered appropriate given the high level of responsibility attributed to the company (Girard, 2019). The ethical considerations surrounding Boeing's crisis response strategies were scrutinized. The choice of crisis response strategies should be based on ethical considerations, stakeholder attribution of responsibility, and factual disclosure. Boeing's ethical responsibility came into question, particularly regarding the manufacturing of the airplanes and the handling of the crisis. The study finds that Boeing's apologia strategy partially aligned with ethical considerations but deviated in certain instances. Delays in admitting responsibility, lack of critical information disclosure, and attempts to downplay issues with the MCAS system were seen as ethical breaches. However, the company's cooperation with investigators and the release of internal communications demonstrated transparency and commitment to addressing the crisis (Girard, 2019). The 737 Max crisis could be attributed to several technical and corporate issues that hurt Boeing's reputation. However, critical to reestablishing the company's position as a responsible corporate entity dramatically depends on effective interventions birthed by the crisis response strategy. As it stands, Boeing is on course to repair its image with their response strategies. However, the overall impact of the strategies will be determined over time (Girard, 2019). PROBLEMS THAT THEY WERE TRYING TO SOLVE The Boeing 737 MAX crisis was a complex situation involving various data and A.I. mismanagement problems. Let us discuss these problems in greater detail:

11 1. Data Mismanagement: a. Single Angle-of-Attack Sensor: The MCAS, an automated flight control system on the 737 MAX, relied on data from a single angle-of-attack (AoA) sensor to determine the aircraft's pitch. This sensor measures the angle between the oncoming airflow and the aircraft's longitudinal axis. However, in both accidents (Lion Air Flight 610 and Ethiopian Airlines Flight 302), erroneous readings from the AoA sensor triggered the MCAS, which repeatedly pushed down the nose of the aircraft. Relating to a single sensor without redundancy created a critical vulnerability ( Gelles, 2020). b. Inadequate Training: Boeing needed to provide sufficient training to pilots about the MCAS system and how to respond to its malfunctions. Pilots needed to be adequately informed about the system's existence, potential risks, and how to override its automated commands. This lack of training contributed to the pilots' inability to effectively handle the unexpected and aggressive nose-down maneuvers caused by the MCAS ( Gelles, 2020). 2. Flawed Assumptions in A.I. Design and Implementation: a. Assumptions about Pilot Response: Boeing assumed that pilots would quickly recognize and respond to any anomalies created by the MCAS. The company believed pilots would follow established procedures to disable the system and regain aircraft control. However, these assumptions did not align with real-world scenarios, as the pilots were unaware of the MCAS system or its potential malfunctions. The inadequate

12 communication and training led to the pilots being caught off guard and unable to take appropriate corrective actions ( Gelles, 2020). b. Lack of Redundancy in A.I. Systems: The MCAS system lacked proper redundancy and cross-checking mechanisms. Depending on a single sensor for critical flight control decisions was a significant flaw in the system design. In erroneous sensor readings, the MCAS could repeatedly activate and force the aircraft into a dangerous dive without pilot intervention. This lack of redundancy compromised the safety and reliability of the A.I. system (Fearn-Banks, 2017). 3. Transparency and Disclosure Issues: a. Incomplete Information Sharing: Boeing should have fully disclosed the presence and functionality of the MCAS system to pilots, airlines, and regulatory authorities. The pilots needed to be adequately trained on the system, and the airlines were unaware of its potential risks. The lack of comprehensive information prevented stakeholders from fully understanding the system and taking necessary precautions (Fearn- Banks, 2017). b. Withheld Safety Critical Information: Boeing was also criticized for withholding crucial information about the MCAS system. It was later revealed that Boeing deliberately downplayed the existence and risks associated with the MCAS system. This lack of transparency and disclosure of critical safety information helped effective decision-making by pilots, airlines, and regulatory authorities (Fearn-Banks, 2017).

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13 These problems in data and A.I. mismanagement within the Boeing 737 MAX crisis were critical factors contributing to the accidents. The issues of single sensor reliance, inadequate training, flawed assumptions in A.I. design, lack of redundancy, and transparency and disclosure failures were identified as critical areas that needed to be addressed to prevent future accidents and restore trust in the 737 MAX aircraft (Fearn-Banks, 2017). KEY POINTS: The Boeing 737 MAX crisis was a significant event in aviation history, marked by two fatal accidents involving the 737 MAX aircraft operated by Lion Air and Ethiopian Airlines. The crisis highlighted several key points about data and A.I. mismanagement within Boeing's operations. Here are the key points: MCAS and Single Sensor Reliance: 1. The Maneuvering Characteristics Augmentation System (MCAS) was a critical automated flight control system on the 737 MAX designed to prevent stalling. 2. MCAS relied on data from a single angle-of-attack (AoA) sensor, which measures the angle between the aircraft's oncoming airflow and its longitudinal axis. 3. In both accidents, the MCAS was triggered by erroneous readings from the AoA sensor, leading to repeated nose-down commands that the pilots struggled to counteract (Fearn- Banks, 2017). Inadequate Training and Awareness: 1. Pilots needed to be adequately trained on the MCAS system or provided with information about its functionality and potential malfunctions.

14 2. Boeing assumed that pilots would respond correctly to MCAS activations based on existing procedures, underestimating the need for comprehensive training on this specific system (Coombs, 2016). Flawed Assumptions and Lack of Redundancy: 1. Boeing assumed that pilots could quickly recognize and respond to MCAS malfunctions, which proved incorrect in practice. 2. The MCAS lacked redundancy, depending solely on a single sensor for critical flight control decisions. This design flaw created a vulnerability that could lead to catastrophic consequences (Coombs, 2016). Transparency and Disclosure Failures: 1. Boeing should have fully disclosed the presence and functionality of the MCAS system to pilots, airlines, and regulators. 2. Crucial information about the MCAS system was withheld, including its reliance on a single sensor and the potential risks associated with its operation. 3. The lack of transparency and incomplete information sharing hindered effective decision- making and compromised safety (Coombs, 2016). Regulatory Oversight: 1. The crisis raised questions about the effectiveness of the regulatory oversight process, particularly the Federal Aviation Administration (F.A.A.), which delegated some of its certification responsibilities to Boeing. 2. Concerns were raised about the close relationship between Boeing and the F.A.A., leading to allegations of inadequate scrutiny and oversight (Coombs, 2016).

15 Repercussions and Rebuilding Trust: 1. The 737 MAX crisis resulted in a global grounding of the aircraft and significant financial losses for Boeing. 2. The crisis highlighted the need for comprehensive reforms, including improvements in safety culture, training programs, system redundancy, and transparent communication with stakeholders. 3. Rebuilding trust in the 737 MAX and Boeing's overall reputation required addressing the data and A.I. mismanagement issues and implementing robust changes to prevent similar incidents in the future. 4. The Boeing 737 MAX crisis serves as a cautionary case study for the aviation industry, emphasizing the importance of responsible data management, thorough A.I. system design, comprehensive training, transparent communication, and effective regulatory oversight to ensure the safety and reliability of aircraft systems (Coombs, 2016). 4. Improvement (Should be at least one page) / recommendations. Mention why thru references (Should be last 5 years) IMPROVEMENT/RECOMMENDATIONS FOR BOEING 737 MAX CRISIS: The Boeing 737 MAX crisis exposed critical flaws in A.I. management within flaws Boeing's operations. To prevent similar incidents and regain trust in the industry, several vital improvements and recommendations can be made:

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16 1. Strengthen Safety Culture:  Boeing should prioritize a strong safety culture, emphasizing open communication, employee empowerment, and proactively identifying potential risks.  Foster an environment where employees feel comfortable raising safety concerns without fear of retaliation.  Encourage a collaborative approach between engineers, designers, pilots, and regulators to ensure a comprehensive understanding of potential risks and mitigate them effectively ( Bogaisky, 2019). 2. Enhance Training and Pilot Awareness:  Develop comprehensive training programs specific to the MCAS system and its potential malfunctions.  Ensure pilots know the system's operation, limitations, and how to respond appropriately in emergencies.  Promote regular recurrent training and simulator sessions to enhance pilot proficiency and familiarity with the aircraft's unique characteristics ( Bogaisky, 2019). 3. Improve Data and A.I. Management:  Enhance data collection, analysis, and management processes to ensure the accuracy and reliability of the data used in critical systems.  Implement redundant sensor systems and establish fail-safe mechanisms to prevent overreliance on a single data source.  Conduct rigorous testing, verification, and validation of A.I. algorithms and systems before implementation, focusing on safety-critical components ( Bogaisky, 2019).

17 4. Enhance Transparency and Communication:  Establish clear guidelines for transparent communication with stakeholders, including pilots, airlines, regulators, and the public.  Disclose comprehensive information about system functionality, potential risks, and any updates or modifications to the aircraft's design.  Foster a culture of openness and collaboration with regulators, ensuring they have access to all necessary information to make informed decisions (Boeing, 2020). 5. Strengthen Regulatory Oversight:  Collaborate with regulatory authorities, such as the F.A.A., to establish more robust oversight processes for aircraft certification.  Review and enhance the procedures for delegating certification tasks to ensure proper checks and balances.  Promote independent audits and evaluations of aircraft systems to ensure compliance with safety standards and best practices (Boeing, 2020). 6. Implement Continuous Improvement Processes:  Establish mechanisms for ongoing monitoring, evaluation, and improvement of aircraft systems, including A.I. components.  Encourage the collection of real-time flight data to identify potential anomalies and ensure prompt corrective actions.  Foster a culture of continuous learning and improvement by conducting thorough post- incident investigations and sharing lessons learned within the organization and the industry (Boeing, 2020).

18 7. Rebuild Stakeholder Trust:  Engage in proactive and transparent communication efforts to rebuild trust with passengers, airlines, regulators, and the public.  Demonstrate a commitment to safety, reliability, and accountability through concrete actions, including timely responses to incidents and implementing recommended improvements.  Establish mechanisms for ongoing feedback and engagement with stakeholders to address concerns, provide updates, and gather input for future enhancements (Boeing, 2020). CONCLUSION In conclusion, the Boeing 737 MAX crisis underscores the importance of robust data and A.I. management practices in the aviation industry. Boeing has the potential to enhance safety, reestablish trust, and prevent future incidents of a similar nature by implementing these suggestions. A comprehensive strategy that incorporates organizational culture, training, data management, transparency, regulatory oversight, and a commitment to continuous improvement is required to ensure the highest level of safety and dependability in aircraft operations. The 737 MAX emergency was a massive occasion for Boeing, bringing about two lethal mishaps and severe harm to the organization's standing. This emergency had broad ramifications, influencing various partners around the world. The findings and analysis in this chapter centered on two crucial aspects: Boeing's emergency correspondence system and its picture-rebuilding endeavors. Boeing's crisis communication strategy included providing updates and addressing stakeholders through traditional media, social media platforms like Twitter and Facebook, and the video-

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19 sharing platform YouTube. The organization gave public explanations communicating sympathies to the casualties' families, promising participation with agents, and guaranteeing general society of its obligation to be somewhere safe. Boeing also engaged with key stakeholders, such as regulatory authorities, government officials, customers (airlines), and pilots' unions, tailoring its messages to each group. Social media played a significant role during the crisis, with stakeholders using platforms like Twitter to express their opinions, frustrations, and demands. Boeing's social media updates sparked extensive interaction and discussion among stakeholders, supporting and criticizing the company. Traditional media outlets sourced news and information from social media platforms, amplifying the conversation surrounding the crisis. While less extensively utilized than Twitter and Facebook, YouTube played a role in Boeing's crisis communication strategy. The company posted multiple videos on its YouTube channel, including apologies, safety measures updates, and condolence messages. The participation of professionals and victims' families in these videos enriched the dialogue and provided a unique perspective on the crisis. Boeing's image restoration strategy evolved. Initially, the company attempted a denial response, but the evidence from investigations and public sentiment made this approach unsustainable. Recognizing the need for a change, Boeing shifted to an apologetic posture, accepting responsibility and expressing remorse. The company's efforts included engaging with victims' families, establishing financial assistance funds, and partnering with non-profit organizations and local governments to support affected communities.

20 In conclusion, the 737 MAX crisis presented significant challenges for Boeing regarding crisis communication and image restoration. The organization involved customary and online entertainment stages in its reaction to address partner concerns and recapture certainty. Even though the crisis significantly impacted the company's reputation, Boeing attempted to learn from the experience and make improvements to prevent future ones. The emergency examples can be exceptionally informative for associations encountering practically identical issues from now on.

21 REFERENCES Boeing, (2018). Boeing reports record 2018 results and provides 2019 guidance. https://investors.boeing.com/investors/financial-reports/default.aspx Boeing (2020). Boeing statement on employee messages provided to U.S. Congress and F.A.A. https://boeing.mediaroom.com/news-releases-statements?item=130600 Bogaisky, J. (2019). Boeing's financial toll from the 737 max crisis rises to $9 billion, to slow 787 productions as earnings slide. https://www.forbes.com/sites/jeremybogaisky/2019/10/23/boeing-raises-estimate- %20of-damage-of-737-max-crisis-to-over-9-billion-to-slow-787-%20production/? sh=757b591f619b Coombs, W. T (2016). Situational crisis communication theory. In C. Carroll (Ed.), The Sage Encyclopedia of corporate reputation. Thousand Oaks, CA. Sage Publications, Inc. Coombs, W. T. (2016). Image repair theory. In C. Carroll (Ed.), The Sage Encyclopedia of corporate reputation. Thousand Oaks, CA. Sage Publications, Inc. Fearn-Banks, K. (2017). Crisis communications: A casebook approach (5 th Ed.), Routledge, New York. Gelles, D. (2020). Boeing expects 737 max costs will surpass $18 billion. https://www.nytimes.com/2020/01/29/business/boeing-737-max-costs.html Girard, A. (2019). How to measure and optimize your YouTube channel in HubSpot. https://blog.hubspot.com/customers/measure-optimize-youtube-channel- %20hubspot#:~:text=The%20answer%3A%20YouTube.,more%20so%20than%20ev

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22 %20er%3A%20education . Josephs, L. (October 2019). In brutal Senate hearing, Boeing admits its safety assessments of 737 Max fell short. https://www.cnbc.com/2019/10/29/boeing-tells-lawmakers-that-safety- %20assessments-of-737-max-fell-short.html Kelly, J. (2019). When a company prioritizes profit over people: Boeing's C.E.O. tells Congress that safety is ‘not our business model.' https://tinyurl.com/yy55tudl Kitroeff, N. (2020). Boeing employees mocked F.A.A. and 'clowns' who designed the 737 Max. https://www.nytimes.com/2020/01/09/business/boeing-737-messages.html Mellalieu, S. (2016). The role of social media in crises. https://www.ketchum.com/the-role- of-social-media-in-crisis-situations/ Newburger, E. (2019). Audio recording reveals Boeing resisted angry calls from pilots for 737 MAX fix in November. https://www.cnbc.com/2019/05/15/boeing- %20reportedly-resisted-pilots-angry-calls-for-737-max-fix-last-fall.html Rucinski, T., Shepardson, D. (2019). Boeing's 737 MAX is in the spotlight after the second fatal crash. https://www.reuters.com/article/us-ethiopia-airplane-boeing/boeings- %20737-max-back-in-spotlight-after-second-fatal-crash-idUSKBN1QR0SV

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