1.

Describe some of the factors needed to reengineer corporate thinking that

Southwest Airlines already exhibits.

Southwest Airlines provides the freedom and encouragement for people to

develop new ideas. Herb Kelleher has successfully transitioned away from
outdated managerial techniques and applies his “management by fooling around”
concept that infuses fun into the workplace. Finally Kelleher instills an innovative
environment that encourages people to excel. The “heroes of the heart” award is
an excellent example of showcasing that environment.

2. What specific elements of a corporate entrepreneurial strategy are apparent

within Southwest Airlines?

Three elements (out of four) seem to be quite apparent at Southwest Airlines.

(1) Developing the vision: Kelleher has definitely created a unique vision for this
airline; (2) encouraging innovation: Kelleher believes in the accomplishments of
his people and rewards them for it; (3) Structuring an intrapreneurial climate:
while Southwest Airlines may not be completely intrapreneurial, the climate is
ideal due to top management support, autonomy, and rewards or reinforcement.

3. How has Herb Kelleher structured a climate conducive to entrepreneurial

activity?

Kelleher established Southwest Airline’s University for people, where all

employees learn trust, cooperation, mutual respect, and good communication.
Because of this, Southwest Airlines climate is conducive for people to interact and
develop new ideas. The company's tribute illustrates the intense spirit of the
people. The people of Southwest Airlines are the creators of what we have
become, and what we will be.