Striking Gold In The California Skies

Executives at Southwest Airlines have a pet phrase to describe the carrier's strategy: Southwest doesn't slap the "big cats," says Donald G. Valentine, vice-president for marketing. "We just run between their legs." By stressing short flights, second-tier airports, and no-frills service, the Dallas carrier has avoided head-on competition with the giants--and built the best profit record in the industry.

To continue reading this article you must be a Bloomberg Professional Service Subscriber.