Apropos the report "Jet loss zooms 6 times on higher costs; sales flat" (October 24), its quite baffling particularly on the reasons attributed viz, higher fuel costs, weakening of the rupee, subdued sales etc. All the stated factors leading to a loss are not unique to Jet Airways, they are equally applicable to other airlines too. Despite operating under the same environmental challenges and volatility, some organisations continue to perform well, while many others don't. This question has haunted researchers for long. No simple theorisation can help. Jet needs to have a relook at its business logic. There could be some breach in its business logic, the way it invites resources to stay with it and the manner in which it rewards them for their contributions. In short, it should look "inside" rather than "outside". Be it remote or operating environment, one can't expect everything to be well, but an inherent underlying business logic that an organisation chooses becomes the penultimate driver to success or failure. "Business logic" is more like "uncommon sense" since it has to be unique to the organisation and at the same time, be "true" to qualify as a "sense".
R K Mitra New Delhi
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