Boeing which has been buffeted by problems with its 787 Dreamliner said it was restructuring its marketing and commercial plane strategy.
Of course, the news comes after Japan Airlines decided to buy $9.5 billion worth of new jetliners from its European competitor Airbus.
"'You probably wouldn't have seen this happen if they had won JAL,' said Ron Epstein, an analyst at Bank of America Merrill Lynch.
"'Boeing is looking at their sales strategy' following the Japanese loss, he added.
"Conner linked the shifts to the retirement of Boeing veteran Mike Bair, who he said leave November 1, relinquishing his role overseeing the marketing and strategy groups.
"In the new structure, marketing functions under Bair would be shifted to the sales group and led by marketing Vice President Randy Tinseth, who would report to global sales chief John Wojick."
As The Seattle Times reports, Bair is man who led Boeing's 787 Dreamliner program "from its inception in early 2003 through the first major delay in 2007."
And as if the news for the company hadn't been bad enough, lately, there was also news today that two 787 planes owned by Japan Airlines were diverted because of snags.
"A 787 bound for Tokyo returned to Moscow after electrical issues with the toilet and galley that were unrelated to the battery, said Norihisa Hanyu, a spokesman at the airline. Another Dreamliner headed back to San Diego airport after an indicator showed problems with an engine de-icing system, said Takuya Shimoguchi, another company spokesman.
"Problems with lithium-ion batteries led Japan Airlines and ANA Holdings Inc. (9202), operator of the largest fleet of the aircraft, to ground their Dreamliners for more than four months this year. Within two weeks after 787 operations resumed in June, Japan Airlines canceled a Dreamliner flight because of an issue with the engine anti-icing system.
"Boeing is aware of the problems and has been working with JAL to fix them, Rob Henderson, a spokesman in Tokyo for the company, said by telephone today."