Please read the case study and answer thequestions that follow. SOUTHWEST AIRLINES HIRES SERVICE-MINDED,FUN-LOVING INDIVIDUALS Southwest Airlines
Question:
Please read the case study and answer thequestions that follow. SOUTHWEST AIRLINES HIRES SERVICE-MINDED,FUN-LOVING INDIVIDUALS Southwest Airlines began flying with justfour planes in 1971 and has grown to employ more than 52,000. Basedon the U.S. Department of Transportation’s most recent data,Southwest Airlines is the nation’s largest carrier in terms oforiginating domestic passengers boarded. The company has beenprofitable for 43 consecutive years, and its legendary culture isone of its greatest assets. Founder Herb Kelleher is credited withinstilling the idea that happy employees create happy customers,and profitability follows. With core values of a “Warrior Spirit,”“Servant’s Heart” and “Fun-LUVing Attitude,” Southwest asksemployees to embody hard work, perseverance, proactive customerservice and light-hearted fun in everything they do. Managers areencouraged to hire for attitude and train for skill. “Obviously,certain positions require specific skill sets, says Julie Weber,Vice President People at Southwest Airlines. “We’re not going tohire a pilot who has a great attitude but can’t fly a plane! But,if it comes down to two equally qualified candidates, the one withSouthwest values will receive the offer. And, more importantly,when we’re faced with a qualified candidate who doesn’t have theright values, we won’t make an offer – no matter how long the jobhas gone unfilled.” Southwest’s culture of service thrives onappreciation, recognition, and celebration. The company works toappreciate every employee through local and companywide culturecommittees. Southwest employees take time to recognise each otherthrough formal and informal ways, including internal awards andprograms, such as the Winning Spirit Award. The company has severalprestigious corporate awards employees can be nominated to receive,like the President’s Award, and recognises service throughmilestone anniversary celebrations.Celebrating is something thatSouthwest is known for—the company history is full of fun andcreative events, and employees enjoy annual companywidecelebrations such as Spirit Parties, Chili Cookoff, and SouthwestRallies. On top of company-sponsored events, employees enjoyparticipating in locally-hosted celebrations and recognition forlife events and milestones. Because of this employee-focusedculture, Southwest employees are often featured in the airline’sin-flight magazine – “SOUTHWEST”. In a recent article, DeAnteGreen, Ramp Agent Supervisor, was featured as Star of the Month.When DeAnte Green joined Southwest from AirTran Airways four yearsago, he fervently adopted the Company’s 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 havethe resources they need, DeAnte lives the Southwest Way. On and offthe clock, DeAnte feels called to serve and recently donated to hishometown of Flint, Michigan, to join the city during its watercrisis. DeAnte exemplifies Southwest’s rally cry: one Team, allHeart. 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 isdescribed as legendary and one of its greatest assets. Taking thecue from Southwest Airlines, explain how one goes about developinga positive corporate culture. In so doing, elaborate on who do youthink is responsible for driving the corporate culture of anorganisation.
1.2 Discuss the elements of corporate culture and highlightthose elements that best define the practices at SouthwestAirlines.
1.3 In promoting a set of core values, managers at SouthwestAirlines are encouraged to “hire for attitude and train for skill”.With the aid of suitable examples, describe this invisible, yetremarkable concept known as ‘core values’ and explain its impact inthe success at Southwest Airlines. (10)
Global Marketing management
ISBN: 978-0470505748
5th edition
Authors: Masaaki Kotabe, Kristiaan Helsen