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Case Study 3 1 The Merger Of Airtran

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Running head:MERGER OF AIRTRAN BY SOUTHWEST AIRLINES1
The Merger of AirTran by Southwest Airlines
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MERGER OF AIRTRAN BY SOUTHWEST AIRLINES 2
The Merger of AirTran by Southwest Airlines
1. Discuss the layers of culture that are evident in this case. Why do you think the
Southwest Airways preferred to grow organically over history?
The ongoing merger exhibits several layers of culture from which similarities and differences
can be extracted between the two airlines. The first layer is that of customer satisfaction through
employee brilliance where a good public image of company employees is the culture to attract
customers. Another culture layer is that of personnel systems where each company is seemingly
used to different seniority and payroll systems. Ultimately, the other evident culture layer is that
of reservation systems used by the companies.
I think that Southwest Airlines preferred growing organically since Airline mergers are very
risky since it may overshadow existing company culture and this may affect the customer base
negatively.
2. What are the similarities and dissimilarities between the cultures, values and beliefs
of Southwest and AirTran airlines? Where do you expect the difficulties be most
difficult to manage?
AirTran and Southwest Airways seemingly have an aligned culture similarity where the
outstanding outward employee behavior is the company's priority towards customer satisfaction.
They both believe that a fun-loving and accommodating attitude creates a good aura for customer
attraction. In like manner since both companies are comfortable with each other's seniority
systems, the combination of their personnel systems is not a barrier. However, the companies
exhibit difference in belief on the online reservation systems, while Southwest Airlines believes
in contracting travel agencies for merchandising AirTran Fully contracts travel agencies which
also sell customer tickets online. Southwest Airways does not fancy online ticket reservation

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Running head:MERGER OF AIRTRAN BY SOUTHWEST AIRLINES1 The Merger of AirTran by Southwest Airlines Student’s Name Institutional Affiliation Date MERGER OF AIRTRAN BY SOUTHWEST AIRLINES 2 The Merger of AirTran by Southwest Airlines 1. Discuss the layers of culture that are evident in this case. Why do you think the Southwest Airways preferred to grow organically over history? The ongoing merger exhibits several layers of culture from which similarities and differences can be extracted between the two airlines. The first layer is that of customer satisfaction through employee brilliance where a good public image of company employees is the culture to attract customers. Another culture layer is that of personnel systems where each company is seemingly used to different seniority and payroll systems. Ultimately, the other evident culture layer is that of reservation systems used by the companies. I think that Southwest Airlines preferred growing organically since Airline mergers are very risky since it may overshadow existing company culture and this may affect the customer base negatively. 2. What are the similarities and dissimilarities between the cultures, values and beliefs ...
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