QUESTION ONE [40]

Please read the case study and answer the questions that follow.

SOUTHWEST AIRLINES HIRES SERVICE-MINDED, FUN-LOVING INDIVIDUALS

Southwest Airlines began flying with just four planes in 1971 and has grown to employ more than 52,000. Based on the U.S. Department of Transportations most recent data, Southwest Airlines is the nations largest carrier in terms of originating domestic passengers boarded. The company has been profitable for 43 consecutive years, and its legendary culture is one of its greatest assets. Founder Herb Kelleher is credited with instilling the idea that happy employees create happy customers, and profitability follows. With core values of a Warrior Spirit, Servants Heart and Fun-LUVing Attitude, Southwest asks employees to embody hard work, perseverance, proactive customer service and light-hearted fun in everything they do. Managers are encouraged to hire for attitude and train for skill. Obviously, certain positions require specific skill sets, says Julie Weber, Vice President People at Southwest Airlines. Were not going to hire a pilot who has a great attitude but cant fly a plane! But, if it comes down to two equally qualified candidates, the one with Southwest values will receive the offer. And, more importantly, when were faced with a qualified candidate who doesnt have the right values, we wont make an offer no matter how long the job has gone unfilled. Southwests culture of service thrives on appreciation, recognition, and celebration. The company works to appreciate every employee through local and companywide culture committees. Southwest employees take time to recognise each other through formal and informal ways, including internal awards and programs, such as the Winning Spirit Award. The company has several prestigious corporate awards employees can be nominated to receive, like the Presidents Award, and recognises service through milestone anniversary celebrations. Celebrating is something that Southwest is known forthe company history is full of fun and creative events, and employees enjoy annual companywide celebrations such as Spirit Parties, Chili Cookoff, and Southwest Rallies. On top of company-sponsored events, employees enjoy participating in locally-hosted celebrations and recognition for life events and milestones. Because of this employee-focused culture, Southwest employees are often featured in the airlines in-flight magazine SOUTHWEST. In a recent article, DeAnte Green, Ramp Agent Supervisor, was featured as Star of the Month. When DeAnte Green joined Southwest from AirTran Airways four years ago, he fervently adopted the Companys Culture. A beloved Leader, DeAnte says he learned how to treat people from his grandfather. Whether it is bringing in doughnuts or ensuring his Employees have the resources they need, DeAnte lives the Southwest Way. On and off the clock, DeAnte feels called to serve and recently donated to his hometown of Flint, Michigan, to join the city during its water crisis. DeAnte exemplifies Southwests rally cry: one Team, all Heart.

Source: http://blog.indeed.com/2016/09/21/build-great-organizational-culture/. Accessed on 9 January 2019. Adapted for academic purposes.

1.1 In the above article, the culture at Southwest Airlines is described as legendary and one of its greatest assets. Taking the cue from Southwest Airlines, explain how one goes about developing a positive corporate culture. In so doing, elaborate on who do you think is responsible for driving the corporate culture of an organisation. (12)

1.2 Discuss the elements of corporate culture and highlight those elements that best define the practices at Southwest Airlines. (18)

1.3 In promoting a set of core values, managers at Southwest Airlines are encouraged to hire for attitude and train for skill. With the aid of suitable examples, describe this invisible, yet remarkable concept known as core values and explain its impact in the success at Southwest Airlines. (10)

Please provide an answer to all 3 questions (1.1/1.2/1.3) based on the Case Study