In an industry pummeled by the gulf war and the recession, Herbert Kelleher has kept Southwest Airlines flying high. One of the few carriers to post a 1991 profit, Southwest is the leading no-frills, short-haul, low-fare airline. Flexible work rules and a generous profit-sharing plan help keep productivity high. So do the high jinks of CEO Kelleher himself, who has been known to dress up as Elvis.
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