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 Herb Kelleher has successfully transitioned away from outdated managerial techniques and applies his “management by fooling around” concept that infuses fun into the workplace.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.