The whole problem here is that Boeing has absorbed all their former US based competitors in the past decades and has only Airbus left as a main competitor and a few much smaller ones based in Russia, China, Japan, etc. This is a unhealthy situation for the market and for the US. It was fine when Boeing was cranking out innovative products that were clearly better but they seem to have a hard time keeping up with competition and are too dependent on government support currently. Easy fix: cut back that support a little.

IMHO the 737 Max thing will probably blow over once Boeing implements some relatively simple technical changes. People seem to obsess over a lot of technical details with sensors and software processes. That criticism is well deserved but probably relatively easy to address by Boeing as well.

The bottom line is that once they get their solution past certification, that will be the end of it. Their branding has obviously suffered and this is impacting short term sales and revenue. They'll probably have to do some rebranding and maybe ditch the 737 Max brand in favor for a new version. After that, it's likely back to business as usual. Short term this just means awesome deals for carriers brave enough to talk to their sales right now.