Perro.

ANALYSES

First of all, it is necessary to describe what intellectual asset refers to, the answer is anything that a company owns; this can be from their contacts to know-how to process a product, basically is something that is not physical.

Focusing on the intellectual assets, Southwest Airlines invest much money in the Human Resources department, everything starts since they hire people. They have to get over a test, which is done via online, this test will make think the candidate, and this causes some people to fail, other to do not do the test. This way they separate the good candidates and the bad candidates. Only those candidates with the highest scores will be eligible for a job interview.

They have also a work culture that is unique, that is why they are annihilating their competitors, they do everything they have to in order to finish the work, even if it is necessary, the pilot and the flight attendants will help to unload or load the baggage to the plane or the airport. The company treats well their employees, they think that they are what make the company successful and unique, and this makes them a competitive advantage.

Other of their assets is the good will, the care the image and reputation of the company. The company cares about their employees and the customers not because they want money but because that is the moral thing to do, and the result of this is that employees will be happy, which will cause an excellent customer services, which will make happy customers. At the end, money will come by itself.

Basically Southwest Airlines focused on creating a culture and intangible assets, that is protected very much, almost like a fortress, the competitors focused on creating low cost instead of culture, this is what makes different this company from the others, this is why they are unique.

The success that Southwest Airlines has had in the previous years, and its constant growth in the market is due to the strategic leadership of its managers and the fact that they have had clear what is their business model and have taken the right path towards it during the last four decades. Prove of this takes us to the years of 1971, when two men decided to start an airline service with a single and simple concept. Both Rollin King and Herk Kelleher are considered as strategic leaders as they saw an opportunity at that time: a growing market of people travelling via airplane. Their strategy was efficient. By focusing on the needs of their market, they were sure to meet them. Even after the 9/11 incident and the economic crisis that started 6 years ago, Southwest Airlines has been able to survive and keep its market and revenues where others have gone into bankruptcy.

“The only short haul, low fare, high frequency, point-to-point carrier in America”. It is how Southwest Airlines explains itself to the market. Strategic leadership means, in a

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