Strengths of Southwest Airlines Case Study by Quality Writers

Strengths of Southwest Airlines
This paper evaluates the strengths of Southwest Airlines.
# 102840 | 943 words | 5 sources | MLA | 2008 | US
Published on Apr 03, 2008 in Business (Companies) , Aviation, Aeronautics (General)

$19.95 Buy and instantly download this paper now


The paper discusses Southwest Airline's corporate culture that was more of a cult of personality than any documented set of operational policies. The paper looks at the company's tangible and intangible resources, their business level strategy, their strategy of controlling growth and how they recruit with retention in mind. The paper concludes that if Southwest's corporate culture is responsibly shifted to a culture based on a strong understanding of the mission statement, the company can further its growth projections and meet all of the demands of its workforce.

Cultural Overview

From the Paper:

"Southwest Airline's corporate culture has traditionally been somewhat freewheeling and capricious and this has long been a strong component of its ability to adjust to the airline industry's rapid market shifts. Much of this culture can be traced to one of the airline's founders and its longtime CEO, until 2001, Mr. Kelleher. When a company CEO is described as, "Mr. Kelleher...drank Wild Turkey at company parties, smoked everywhere -- even behind the podium at shareholder meetings -- and loved to joke with employees and dole out hugs and kisses as greetings..."(Trottman par.8), one becomes aware that a unique and original corporate culture is at play. Yet, in view of Southwest's more recent problems satisfying employee contract demands and in integrating new executive leadership while trying to manage growth from 500 employees to 35,000, it becomes clear this corporate culture was one more of a cult of personality than any documented and canonized set of operational policies."

Sample of Sources Used:

  • Nink, Carl, and Raphael K. Chieke. "Cyberspace Recruiting: Useful Strategies to Improve Success." Corrections Today Aug. 2004: 104+.
  • "Southwest Airlines Form 10-K." Investor Relations (2007). Mar.24, 2007< /fs_sec_filings.html>.
  • Stone, Romuald A. "Mission Statements Revisited." SAM Advanced Management Journal 61.1 (1996): 31+.
  • Trottman, Melanie. "New Atmosphere: Inside Southwest Airlines, Storied Culture Feels Strains; Spirit of Fun and Hard Work is Clouded by Picketing and Employee Complaints." Wall Street Journal (Eastern Edition), July 11(2003): A1.
  • Wulfson, Myrna. "Rules of the Game: Do Corporate Codes of Ethics Work?." Review of Business 20.1 (1998): 12.

Cite this Case Study:

APA Format

Strengths of Southwest Airlines (2008, April 03) Retrieved September 25, 2023, from

MLA Format

"Strengths of Southwest Airlines" 03 April 2008. Web. 25 September. 2023. <>