Case | HBS Case Collection | August 1994

Southwest Airlines: 1993 (Abridged Update)

by James L. Heskett


Southwest Airlines management is faced with increasing competition. It must decide which of several route extensions provide the appropriate competitive response while preserving the internal culture that has made the airline so successful.

Keywords: Air Transportation; Business Strategy; Competitive Strategy; Management Teams; Organizational Culture; Air Transportation Industry;


Heskett, James L. "Southwest Airlines: 1993 (Abridged Update)." Harvard Business School Case 395-025, August 1994.