Case Teaching Note 23 Southwest Airlines in 2008: Culture, Values, and Operating Practices
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CASE TEACHING NOTE 23
Southwest Airlines in 2008: Culture, Values, and Operating Practices
Assignment Questions
1. IS THERE ANYTHING THAT YOU FIND PARTICULARLY IMPRESSIVE ABOUT SOUTHWEST AIRLINES?
2. What grade would you give Southwest management for the job it has done in crafting the company’s strategy? What is it that you like or dislike about the strategy? Does Southwest have a winning strategy?
3. What are the key policies, procedures, operating practices, and core values underlying Southwest’s efforts to implement and execute its low-cost/no frills strategy?
4. What are the key elements of Southwest’s culture? Is Southwest a strong culture company? Why or why not? What problems do you foresee that Gary Kelly has in sustaining the culture now that Herb Kelleher, the company’s spiritual leader, has departed?
5. What grade would you give Southwest management for the job it has done in implementing and executing the company’s strategy? Which of Southwest’s strategy execution approaches and operating practices do you believe have been most crucial in accounting for the success that Southwest has enjoyed in executing its strategy? Are the any policies, procedures, and operating approaches at Southwest that you disapprove of or that are not working well?
6. What weaknesses or problems do you see at Southwest Airlines?
7. What recommendations would you make to Gary Kelly?
Teaching Outline and Analysis
1. IS THERE ANYTHING THAT YOU FIND PARTICULARLY IMPRESSIVE ABOUT SOUTHWEST AIRLINES?
Well-prepared students should have little trouble coming up with some impressive things about Southwest Airlines. Any of the following would seem to qualify:
ν Southwest’s low fares.
ν The Southwest spirit and fun company culture—The esprit de corps among Southwest employees is pretty impressive. Southwest’s employees seem unusually committed and engaged in doing their part to deliver very good customer service and to make the company...
