SAS Scandinavian Airlines: Strategic Alliances in the Making

  • Oliver L. Landreth


Among those in the travel industry, and more specifically air travel, the mere mention of SAS Scandinavian Airlines brings forth comments of envy and admiration as well as fear. Consistently rated as one of the world’s best airlines in terms of safety, punctuality and service, it has proved to be one of Europe’s most successful and competitively aggressive airlines, with a knack not only for survival but also for profitability in the face of hard times. This has been the case since 1981, when Jan Carlzon was named Chief Operating Officer of the Group (after entering in 1980 as Chief Executive Officer of SAS) and began the now-legendary turnaround of a company then in financial trouble.


Chief Executive Officer Business Traveller American Airline Chief Operating Officer British Airway 
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© Oliver Linton Landreth 1992

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  • Oliver L. Landreth

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