This case study examines how Boeing used the tactic of ‘reframing’ to galvanize a new relationship with its supply chain for the development of the Dreamliner aircraft—by framing them as Partners rather than suppliers.
Russo, J.E. (2016, September 30). How Boeing reframed its supply chain to build the dreamliner [Video file]. In The Business & Management Collection, Henry Stewart Talks. Retrieved September 22, 2017, from https://hstalks.com/bm/3363/.