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Essay / Research Paper Abstract
This 3 page paper is a report on the book "Nuts! Southwest Airlines' Crazy Recipe for Business and Personal Success" by Kevin and Jackie Freiberg. Bibliography lists 1 source.
Page Count:
3 pages (~225 words per page)
File: D0_HVNuts.rtf
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Unformatted sample text from the term paper:
The airline is unconventional, to say the least, in its approach to business, and its this very unconventionality that is the cornerstone of its success. Freiberg explores some of
the attitudes, business practices, and innovations that have made Southwest an industry leader. Perhaps Southwests greatest asset is its legendary founder, Herb Kelleher. Kelleher is an extrovert, a fun-loving
man who has been known to dress up as Elvis (tales of his appearance on flights dressed as the Easter Bunny appear to be urban legends). He sees no
reason why work should be drudgery when people who are having fun are happier in their jobs, make better employees and provide better customer service; "when he became chairman in
1978 .. [he said] I want flying to be a helluva lot of fun!" (Freiberg, p. 64). In fact, the story of Southwest is really Kellehers story, because the
airline takes its cues from him. Freiberg traces the development of the airline from its modest beginnings to its battle against Braniff; a struggle for business that Freiberg calls "The
$13 Fare War" (Freiberg, p. 31). Braniff cut its Dallas-San Antonio fare to $13 in an attempt to force then-fledgling Southwest out of business (Freiberg, p. 31). Southwest
retaliated by matching the $13 fare and offering a free bottle of liquor to anyone who paid full fare ($26) instead of the bargain price; non-drinkers could take home a
leather ice bucket (Freiberg, p. 33). The papers played up the David vs. Goliath nature of the Braniff/Southwest battle, and Southwest won the contest (Freiberg, p. 33). Not
only that, but during this early period of its operations Southwests CEO Lamar Muse, realized that there were basically two types of fliers: business travelers who were concerned with
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