Introduction. While flying home to Texas last summer with Southwest Airlines, I had the most fun and unique experience with an airline that I could ever remember. It all started out quite oddly enough in the lobby just before takeoff. As I was checking in at the ticket counter, the representative asked me if I wanted to play a game that could get me free round trip tickets. "Sure, who wouldn't," I exclaimed. As she …showed first 75 words of 2585 total…

…showed last 75 words of 2585 total…Model of Superb Management: Hit'em Hardest with the Mostest." Forbes, September 1991: pp. 48- 51. 2. Jarboe, Jan. "A Boy and His Airline." Texas Monthly, April 1989: pp. 98-103. 3. Baiada, R. Michael. "Southwest Airlines: Below the Surface." Airline Pilot, July 1994: pp. 19-22. 4. Chakravarty, p. 49. 5. Freiberg, Kevin. Nuts! Southwest Airlines Crazy Recipe for Business and Personal Success; 1st ed.; Bard Press: Texas, 1996. 6. Jacob, Rahul. "Corporate Reputations." Fortune, March 1995 pp. 72- 76. 7. Jones, Del. "Low-Cost Carrier Still Challenging Industry." USA Today, July 10, 1995.