Jan Carlzon: CEO at SAS (B)

Case Solution

Christopher A. Bartlett, Kenton W. Elderkin, Barbara Feinberg
Harvard Business School ()

It summarizes Carlzon’s new external focus on partnering and acquiring travel service companies. It describes the financial problems resulting from the recession and the crisis of the Gulf War. Designed as a class booklet to highlight the long-term management commitment required to realign an organization and inspire a new strategic mission. It allows for a more balanced assessment of Carlzon’s leadership abilities and limitations.

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