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The case gives an account of the development of the organisational culture of Southwest Airlines. The case starts with the background of Southwest and its development over the years. It explains the unique culture of Southwest, and how it has helped the airline to face challenges. The case also describes how Southwest responded to the situation arising out of the September 11 terrorist attacks which dealt a severe blow to the airline industry. Southwest's response to the crisis was shaped by its organisational culture, which laid emphasis on taking care of employees and building relationships. The influence of the leadership of Southwest on its culture is also explained.