Book Report on Jan Carlzon's Moments Research Paper
Pages: 2 (653 words) · Bibliography Sources: ≈ 5 · File: .docx · Level: College Senior · Topic: Business
BOOK REPORT ON JAN CARLZON'S MOMENTS OF TRUTH
In the award-winning book Moments of Truth (NY: Harper Perennial
Publishing, 1987, 135 pgs.) author Jan Carlzon relates his personal story
on how as president and CEO of Scandinavian Airlines System, he single-
handedly transformed his company from the burden of huge financial deficits
into a profitable and expanding business with greatly improved customer
service and with an international market position unparalleled in the
business world.
In 1978, as an entrepreneur, Carlzon became the managing director of
Linjeflyg, the major domestic airline of Sweden; three years later, he
became the CEO of Scandinavian Airlines System (SAS), made up of airlines
based in the countries of Norway, Sweden and Denmark. It was here that
Carlzon's leadership and his entrepreneurial skills helped to reverse
financial losses into great profits. Soon after accomplishing this amazing
financial feat, he decided to write a book relating exactly how he did it
which was published as Moments of Truth in 1987.
In his introduction, Carlzon declares that a major part of the
revitalization of the Scandinavian Airlines System was due to turning the
company into one that is customer-oriented, for he states, "We have
reoriented ourselves to become a customer-driven company," one thatDownload full
paper NOW! "recognizes that its only true assets are satisfied customers" who expect
to be "treated as individuals;" otherwise, SAS will not be their selected
airline (2).
Carlzon then tells the reader where the title of his book came from in
relation to having more than ten million customers in 1988-"These 10
million "moments of truth" are the moments that ultimately determine
whether SAS will succeed or fail as a company. They are the moments when we
must prove to our customers that SAS is their best alternative" when
experience in the business world and his
entrepreneurial spirit, Carlzon has come to realize that all businesses
must dedicate themselves to customer satisfaction,… [END OF PREVIEW] . . . READ MORE
In the award-winning book Moments of Truth (NY: Harper Perennial
Publishing, 1987, 135 pgs.) author Jan Carlzon relates his personal story
on how as president and CEO of Scandinavian Airlines System, he single-
handedly transformed his company from the burden of huge financial deficits
into a profitable and expanding business with greatly improved customer
service and with an international market position unparalleled in the
business world.
In 1978, as an entrepreneur, Carlzon became the managing director of
Linjeflyg, the major domestic airline of Sweden; three years later, he
became the CEO of Scandinavian Airlines System (SAS), made up of airlines
based in the countries of Norway, Sweden and Denmark. It was here that
Carlzon's leadership and his entrepreneurial skills helped to reverse
financial losses into great profits. Soon after accomplishing this amazing
financial feat, he decided to write a book relating exactly how he did it
which was published as Moments of Truth in 1987.
In his introduction, Carlzon declares that a major part of the
revitalization of the Scandinavian Airlines System was due to turning the
company into one that is customer-oriented, for he states, "We have
reoriented ourselves to become a customer-driven company," one thatDownload full
paper NOW! "recognizes that its only true assets are satisfied customers" who expect
to be "treated as individuals;" otherwise, SAS will not be their selected
airline (2).
Carlzon then tells the reader where the title of his book came from in
relation to having more than ten million customers in 1988-"These 10
million "moments of truth" are the moments that ultimately determine
whether SAS will succeed or fail as a company. They are the moments when we
must prove to our customers that SAS is their best alternative" when
Research Paper on Book Report on Jan Carlzon's Moments of Assignment
deciding upon which airline to use (3). Obviously, because of hisexperience in the business world and his
entrepreneurial spirit, Carlzon has come to realize that all businesses
must dedicate themselves to customer satisfaction,… [END OF PREVIEW] . . . READ MORE
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Book Report on Jan Carlzon's Moments. (2009, January 15). Retrieved April 14, 2021, from https://www.essaytown.com/subjects/paper/book-report-jan-carlzon-moments/7518MLA Format
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"Book Report on Jan Carlzon's Moments." Essaytown.com. January 15, 2009. Accessed April 14, 2021.https://www.essaytown.com/subjects/paper/book-report-jan-carlzon-moments/7518.
