1. What is Southwest's competitive strategy? What are the sources of its success? How does it make money?
2. What are the foundations of Southwest's competitive strategy?
3. How are these sources of competitive advantage produced and sustained by what the organization does and how it does it?
4. To what extent are Southwest's sources of advantage difficult to imitate and likely to persist over time?
5. To what extent is Southwest's success based on Herb Kelleher?
6. How serious is the competitive threat? To what extent can United and/or Continental duplicate Southwest's business model? Why or why not?