---
title: Boeing CEO Declines to Discount
description: Boeing ignores critics and refuses to discount its 777X plane, despite sluggish sales.
---

[PriceBeam Blog | Pricing Strategy & Profit Maximization Insights](https://blog.pricebeam.com)

# [Boeing CEO Declines to Discount](https://blog.pricebeam.com/boeing-ceo-declines-to-discount)

 Written by [PriceBeam](https://blog.pricebeam.com/author/pricebeam) | January 27, 2017

Over the last two and a half years, the Boeing 777X has experienced sluggish sales growth, and consequently, it has been widely discussed whether the aircraft manufacturer should lower their prices to increase their sales volume.

Boeing CEO, Dennis Muilenburg declines this option. Instead, he chooses to focus on developing the 777X product by introducing new wing technology and turbofan engines.   
 As a lower price could have some of Boeing’s customers assume that their planes are of inferior quality, this move could turn out for the best for Boeing’s bottom line. 

[*Read more*](https://blog.pricebeam.com/the-psychology-of-pricing)about the pricing psychology behind lowering prices and its effects on output.

[View full post](https://blog.pricebeam.com/boeing-ceo-declines-to-discount)

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