Assessing Southwest Airlines Corporate CulturesTeam A chose to assess the cultural atmosphere generated within Southwest Airlines (SWA). The airline began operations in 1971 by co-founders Rollin King and Herb Kelleher in modest Houston, Texas. SWA was to be an airline providing shuttle service between the cities of Houston, San Antonio and Dallas, Texas. Southwest Airlines started with a simple notion: "If you get your passengers to their destination when they want, on time, at the lowest possible fares, and make sure they have a good time doing it , people will fly to your airline. " (www.SWA.com). Today, SWA transports more than 65 million passengers per year to 59 major cities across the country, more than 2,800 times per day (www.southwest.com).