Case: Whilst we may view the A380 as a failure, Airbus continued to protect its market share despite a turbulent two-year period between 2019 and 2021, when the Covid-19 pandemic had spread havoc across the world. Amidst uncertain times, both Airbus and Boeing were expecting the pandemic to take a toll on their businesses. While both the A380 and the B747 were slated to be written off soon, their experiences had surely left the two competing companies with several key takeaways. Assignment question: Q: For Airbus, had the A380 been just a bad strategy? Alternatively, had it been a good strategy gone wrong in execution?