I am left wondering what it is that drives Boeing to continue with its coffers-draining Starliner project, and which criteria drove the selection of the sitting board of directors.
Would anyone please care to enlighten me?
I imagine what is left of corporate pride and maintaining the Boeing legacy as one of the few big names left in the game.
If you are the new management, this and the MAX are the two projects you want to quickly turn around and point to as a corporate redemption arc. Coming in as the new guy and saying, "Yeah, Starliner is borked beyond fixing. We quit" is probably not the reassuring message you want to send to the board/shareholders (or NASA, for that matter). They'll want to right the ship and point to the experience as a bellweather. "See? We're back".
You can also easily read the tea leaves at NASA, and how badly they want another launch vehicle in the quiver. They want you in the game, and that is guaranteed revenue
if you can get it to work.
Let's say Boeing has lost $2 billion on Starliner over the last fourteen years. That's big money (for me and you), but Boeing did just under $75 billion in revenue last year and has over $500 billion on backlog. They hold ~$12 billion in securities. That's after the MAX debacle. A few hundred million in losses a year for Starliner is a decimal point at that scale.
Those numbers are revenue, not profit -- they are losing money. But the money they are losing this year total is around $1.6 billion. The company can continue losing $2 billion a year for a decade, probably longer, with that sort of revenue and holdings. They badly need some wins under their belt for the shareholders, though.
Starliner is a prestige project. Always has been. MAX is far more important to the bottom line, but those are the two big projects to fix in the public's eyes, so I imagine they want to do that to build confidence.