Business Case Studies & Business Publications

Southwest Airlines: Cutting through the ...

Martin, Sean, Yeme...

Case

Southwest Airlines: Cutting through the Storm (A)

Martin, Sean; Yemen, Gerry

OB-1452 | Published March 6, 2024 | 10 pages Case

Collection: Darden School of Business

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Product Details

Winter Storm Elliott was a major storm system that grounded air travel across the United States in the days before and after Christmas of 2022. While other major airlines recovered quickly and got passengers to their destinations, Southwest Airlines Co. struggled to recover, cancelling thousands of flights and stranding millions of people over the holidays. The president and CEO of Southwest, Bob Jordan, had only been in his position for about 10 months, and public pressures and media attention tested his leadership. This case explores Jordan's handling of the crisis and the internal and external responses it provoked. The case can be used for a discussion about the symbolic role of leaders during crises, as well as the impacts of making an authentic apology and working to restore trust.