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This video is to accompany the case. SKF, the world's largest bearings manufacturer, decided in 1987 to change significantly its focus. Although the Swedish company was still number one in the field its profitability and return on assets had been going flat since 1985. Margins were narrowing due not only to growing competition, but to the industry's dependence on industrial world economic conditions. Mauritz Sahlin, Chief Executive Officer, decided that market relationships had to become as important to the company as manufacturing capacity and product quality. To remain the industry leader, SKF had to give customers what they wanted, not simply what the firm manufactured. Goran Malm was appointed to implement the change process within SKF. SKF Bearing Services was created, and Malm effected a new mission - 'trouble free operation' and 'total service solutions' for customers.