1. What are the order winning criteria for this organisation? Where does the company sit in Schmenner's Service-Process matrix and can you detect the adoption of the principles underpinning the Service-Value Chain? 

Answer: Initially the company was a local point-to-point Texas based operation competing against bus and train operators. Most journeys were under one hour, flight schedules were adhered to, costs were pared to a minimum and service levels were reduced to ensuring organisation and safety. No meals or drinks were offered on the aircraft. Aircraft turnaround times were the best in the business giving a seat occupancy rate higher than competitors. The order winning criteria would have been cost or value for money, reliability of timetable, and accessibility.  In Schmenner's matrix, Southwest is a service factory. 

Herb Keller's approach to people and taking care of 'his' people should be clearly detected from the text in the extensive web pages presented.