SAS i forandring - lavpris eller luksus

Laura Juhl Pedersen, Louise Understrup, Lüdeke Jensen & Anika Mariane

Studenteropgave: Semesterprojekt


The following project examines how SAS strategically and organizational has changed their concern during the period from 2000 to 2006, as well as how the changes in the management’s philosophy has influenced this process. This is done with the help of Mintzberg’s theory about strategy and management, as well as Luhmann’s systems theory. Our project concludes that SAS’ perception of their surroundings and thus their strategic perspective varies according to the chief executive’s, and that SAS’ change process happened as a result of the external pressure, which is why this process can be defined as reactive. Furthermore the project concludes that SAS in their perception of their surroundings perceived by the system theory analysis shows that SAS has changed to be a more reflective concern. In continuation of the above conclusion the project examines, how the Blue Ocean Strategy can contribute to SAS’ handling of the competitive condition, and how they could change their approach to competition. This problem solving analysis throws light on the fact that SAS has to change more proactively and effectuate a more focused competition strategy in order to maintain a profitable economic situation and customer loyalty.

UddannelserVirksomhedsstudier, (Bachelor/kandidatuddannelse) Bachelor el. kandidat
Udgivelsesdato21 jun. 2007
VejlederePoul Dines


  • Niklas Luhmann
  • Henry Mintzberg
  • SAS
  • Susanne Holmström
  • Blue Ocean
  • Steen Vallentin