Herb Kelleher at Southwest Airlines: Behaviorist Leadership

Case Study

Herb Kelleher, co-founder and former CEO of Southwest Airlines, is widely regarded as one of the most influential figures in the aviation industry. His leadership style, deeply rooted in the behaviorist approach, emphasized learnable actions and practical strategies that transformed Southwest Airlines into a highly successful low-cost airline. This case study explores Kelleher’s journey in building Southwest Airlines, focusing on his behaviors that prioritized employee satisfaction, innovative customer service practices, and maintaining low operational costs. We will delve into the timelines, key events, outcomes, and lessons learned from his tenure, providing a comprehensive understanding of his impactful leadership.

Background Information

Herbert David Kelleher was born on March 12, 1931, in Camden, New Jersey. Before venturing into the airline industry, he was a lawyer. His legal background significantly influenced his approach to business and leadership. In the late 1960s, Kelleher co-founded Southwest Airlines with Rollin King, a client and entrepreneur who envisioned a low-cost airline that could compete with larger carriers by offering intrastate flights in Texas.

Southwest Airlines was officially incorporated in 1967, and its first flight…