Southwest Essay

8783 words - 35 pages

602-S02 R E V . 2 D E A B R I L , 1 9 9 7
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El caso de LACC número 602-S02 es la versión en español del caso HBS número 9-694-023. Los casos de HBS se desarrollan únicamente para su discusión en clase. No es el objetivo de los casos servir de avales, fuentes de datos primarios, o ejemplos de una administración buena o deficiente.
Copyright 1993 President and Fellows of Harvard College. No se permitirá la reproducción, almacenaje, uso en plantilla de cálculo o transmisión en forma alguna: electrónica, mecánica, fotocopiado, grabación u otro procedimiento, sin permiso de Harvard Business School.
R O G E R H . H A L L O W E L L
J A M E S L . H E S K E T T
Southwest Airlines: 1993 (A)
En el verano de 1993, Southwest Airlines estaba a la espera de la entrega inminente de dos aviones sin ruta asignada. Como con cualquier decisión de programación en Southwest, Pete McGlade, director de planificación de programas, y su equipo, se enfrentaban al reto de cumplir los objetivos de crecimiento sin perder el enfoque. «El crecimiento controlado es fundamental», recalcaba McGlade, quien repasaba las alternativas finalistas: añadir una ruta nueva entre Detroit y Phoenix, o iniciar un servicio a Dayton o Baltimore. El presidente y director ejecutivo de la línea aérea, Herb Kelleher, tomaría la decisión conjuntamente con el departamento de programación. Mirando su reloj, McGlade se dio cuenta de que ya eran las dos de la tarde, la hora del partido diario de «hackeysack»1 del departamento de programación. Mientras caminaba por el pasillo para recoger a su personal para el partido, sabía que la decisión final tendría que conservar la cultura y espíritu de Southwest que le había permitido ser la única línea aérea importante en Estados Unidos que tuvo beneficios en 1992.
Historia. La línea aérea construida «con amor»
Aunque se constituyó en 1967, Southwest no pudo iniciar su actividad hasta cuatro años más tarde debido a litigios entablados por competidores para impedir la entrada de la nueva línea aérea en el mercado intraestatal de Texas. Los competidores sostenían que no había demanda suficiente para tres líneas aéreas. Un año y medio después de que Southwest iniciara su actividad, esos mismos competidores, ahora desaparecidos, Braniff y Texas International Airlines, iniciaron una guerra de 1 «Hackeysack» es un juego en el que participa un grupo de personas con un saquito lleno de habas secas. El objetivo del juego es mantener el saquito en el aire y los jugadores utilizan sus pies y otras partes de...

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