Book Report on Jan Carlzon's Research Paper

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In Chapter One, Carlzon discusses the overall business climate that
existed in the late 1980's and how his personal business strategies related
to his employees helped SAS to achieve such unprecedented success in the
airline business world. "In a changing business environment," says Carlzon,
"you can't wield total control from the top of the pyramid. You must give
people authority. . .They are the ones who can sense changes in the market"
and through providing employees with "security, authority and the right to
make decisions based on current market conditions," the CEO of any given
company places himself in "the best position to gain a competitive edge" in
not only the airline business but also other businesses which rely upon a
broad and happy customer base (38).
Throughout the rest of the book, Carlzon examines in-depth numerous
aspects of the business world which he feels affects the success or failure
of any given company.

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For example, Carlzon poses the question, "How can you
know what your goals and strategies should be if you don't have a clear
idea of the environment you're working in or of what your customers want?"
(43). In addition, Carlzon sums up his argument pertaining to business
customers by offering a very sound piece of advice for all those who aspire
to raise a company from failure to one of success-"Only the customer, and
the customer alone, will pay our costs and provide our profits" (134),
meaning that any company's survival depends almost wholly upon how
customers view a company and how that company fulfills its obligations to
the customer in the form of great service and in the case of an airline how
it provides safe and reliable travel accommodations.

BIBLIOGRAPHY
Carlzon, Jan. Moments of Truth. New York: Harper Perennial Publishing,
1987.

Gibbons, Andrew. "Moments of Truth" by Jan Carlzon.".....

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