Narrator: Alison Tucker.

When Rolls-Royce first rolled out its Trent high-bypass turbojet engine, it thought one of its largest customers, British Airways, would certainly buy it. It didn't...at first. This case study --a detailed analysis of how a leader in the manufacturing industry retooled itself in the face of changing times--provides an excellent opportunity to examine how a modern, lean business such as today's Rolls-Royce works with its customers, its suppliers, and itself. Product design, development, and testing; risk and revenue sharing with suppliers; the customer value process; and joint ventures with customers are emphasized.

DVD