CASE STUDY 7 Airbus: Strengthening capabilities through internal promotion As Airbus strengthens its geopolitical function, the goal is to formalize and systematize assessment and embed it into commercial and other decision-making processes. The mandate is twofold: translate external events into business impact and build a cross-functional community of practice. “It’s a different vocabulary: ministers, heads of state do not speak the same language as procurement teams,” says the Head of International Business Growth. Initially, Airbus considered high-profile external candidates (former ambassadors or generals) who would bring credibility and reputation. Yet that posed integration and alignment challenges. The company ultimately opted for an internal hire, someone with deep Airbus knowledge and a strong external network, able to activate the ecosystem quickly. Interest was high, with strong engagement across functions. Source: Interviews, company analysis You can do a risk exercise: a dashboard of risks, a long list, a heat map, updated quarterly, re-underwritten annually, etc. That has some value in terms of situational awareness. But the real need is the ability to quickly integrate geopolitical insights into strategic or operational decisions the firm is facing. Head of Geopolitical Advisory at a global investment bank2.5 Embedding in decision-making The geopolitical muscle plays a critical role as the bridge between the board and the C-suite on one side, and corporate functions and business units on the other. Its purpose is not only to inform and advise but also to connect, convene and coordinate, ensuring that geopolitical awareness translates into consistent decisions across the organization. At the top, the geopolitical muscle supports both the board of directors and the executive leadership by providing targeted, timely intelligence. –Board of directors: Most companies provide the board with quarterly updates on the geopolitical environment and its business implications. Some deliver individual briefings to board members aligned with their domains of responsibility – for example, technology and sustainability. –CEO and C-suite: Engagement here is frequent, direct and informal. Effective muscles rely on short briefings, calls, texts and business- trip interactions to provide leadership with real-time, relevant insights. Yet formalized participation with a permanent seat on the executive or management committee ensures that geopolitical perspectives inform strategic debates and investment choices. Beyond advising upwards, the geopolitical muscle contributes across corporate functions, where it can inform, convene and in some cases help arbitrate decisions. Interviews revealed eight decision domains where geopolitical considerations are most frequently integrated. Building Geopolitical Muscle: How Companies Turn Insights into Strategic Advantage 21

Building Geopolitical Muscle 2026