Case | HBS Case Collection | August 1993 (Revised April 1997)

Southwest Airlines: 1993 (A)

by James L. Heskett and Roger H. Hallowell


Southwest Airlines, the only major U.S. airline to be profitable in 1992, makes a decision as to which of two new cities to open, or to add a new long-haul route. Provides windows into Southwest's strategy, operations, marketing, and culture.

Keywords: Decisions; Cost Management; Profit; Marketing; Service Operations; Organizational Culture; Corporate Strategy; Expansion; Air Transportation Industry; United States;


Heskett, James L., and Roger H. Hallowell. "Southwest Airlines: 1993 (A)." Harvard Business School Case 694-023, August 1993. (Revised April 1997.)