Information management as the main component in the strategy for the 1990s in Scandinavian airline system (SAS)

Abstract

The paper analyses SAS's development from a technology-based system ideology in the 1970s to a customer-based standard service system in the 1980s to an alliance-based complex system in the 1990s and an information management based sensitive service system towards the year 2000. We are investigating how the standard service system is expanding into a complex offering of core services, supporting services and facilitating services demanding advanced integrated information systems and strategic alliances. The key to success for SAS will be a highly qualified staff combined with strategic alliances and an advanced information management system that together will make it possible to offer a complex travel concept of high quality core services, supporting services and facilitating services. This means linking together the traditional service culture in SAS with a new information management based culture.