Crisis history and hindsight: A stakeholder perspective on the case of Boeing 737-Max

This study assesses the so-called effect of crisis history, based on two crashes with the new Boeing 737-Max. While Boeing’s responsibility was not clear cut after the first crash, the developments in the second crash led to a reinterpretation of initial responsibility for the first crash. This reinterpretation intensified the threat on Boeing’s reputation, and raised doubts on the appropriateness of the initial response. This case study illustrates the importance for organizations to be wary and to anticipate developments when selecting and creating a crisis response. Otherwise, statements can backfire when new information comes to light as similar events occur.