Without any prior airline industry experience, Southwest co-founder Herb Kelleher's entrepreneurial approach and niche strategy disrupted the airline industry while traditional players were struggling. Southwest's "fighting spirit" and competitive advantage have allowed it to fend off constant attempts, both by competitors and political forces, to end the airline. Southwest must evaluate how to sustain its competitive advantage while maintaining its core culture, reliability and customer focus. Say no to plagiarism. Get a tailor-made essay on "Why Violent Video Games Shouldn't Be Banned"? Get an Original Essay Southwest's competitive advantage centers on its culture, people, and productivity, all resulting in a more efficient and profitable operating model (low fares, short-haul flights, and streamlined operations). Its low costs (20 to 30 percent lower than larger airlines) and shorter delivery times (on average 20 minutes faster than competitors United and Continental) can be attributed to its employees' extraordinary willingness to step in when needed , like pilots who offer to help clean airplane cabins between flights. Southwest embodies congruence through initiatives, such as the “Day in the Field” program, that promote collaboration across every facet of the company. Interdepartmental communication and empathy influence employee morale, improve processes, and ultimately create positive customer experiences that impact the bottom line. Currently, travel agents are reluctant to book Southwest due to its substandard booking experience; agents must call Southwest directly to issue tickets. This will be increasingly problematic as competitors drive down prices and impact Southwest's profits; Southwest will need an effective way to make the booking experience more seamless. The industry is also entering the Internet age, from which early adopters and investors in the technology will benefit. By investing in technological infrastructure and creating a dedicated website, bookings will be more accessible and efficient not only for travel agents, but also for customers. As technology replaces the traditional role of travel agents, Southwest can use its centralized website to take advantage of web-based strategies to generate revenue. Aside from customer experience, Southwest's employee experience is a critical aspect of its business. If employees love their jobs, that attitude will be reflected in their performance, resulting in positive customer experiences. Southwest currently only offers in-house training, which can be short-sighted, especially since creativity is encouraged. Southwest should establish a policy that allows employees to participate in external training and programs of their choice to diversify perspectives and stimulate new ideas. With Southwest's new technology infrastructure, online training modules can also be made available to all employees, regardless of their geographic location. This new training policy will strengthen the innovative culture that Southwest seeks and further establish loyalty among its employees by making concrete investments in their development. As Southwest grows, it must establish a succession plan. Kelleher's accessible, transparent and people-centered management philosophy has shaped Southwest's DNA and propelled it to success. To support the.