Fly Through Crisis: How Boeing Navigates Through 737 MAX Crisis Under Kelly Ortberg, Through SCCT Lens

Summary This case study examines Boeing’s 737 MAX crisis through Situational Crisis Communication Theory (SCCT), focusing on the 2024 Alaska Airlines Flight 1282 door-plug blowout and its wider implications for aviation and tourism. It argues that the incident was not an isolated accident but part of a longer pattern of safety, manufacturing, and communication failures. This case also shows how Boeing’s crisis affected stakeholders beyond the company itself, where air travel reliability can shape tourism demands. Applying SCCT, the study shows that leaders should adopt it because it guides them to match crisis responses with perceived responsibility, enabling them to protect reputation, rebuild trust, and maintain public confidence in industries such as aviation and tourism. Information © The Authors 2026