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Case #23 Southwest In 2008: Cultures, Values, and Operating Practices
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5
April 2022
2021/2022
A
1. Discuss the corporate culture at Southwest Airlines and how it leverages its culture to
achieve a competitive advantage.
Southwest airlines began in 1966 by Herb Kelleher. His vision was to run a low cost
customer friendly airline. Originally, his customer base was to be business class men in the Texas
area. Even today, the vision and culture remains the same: Low price and excellent customer
service. Since 1966, Mr. Kelleher has been able to keep the culture the same while adapting to
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