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Economic value of Southwest Airlines using the RBV framework

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Step One: Determine the economic value of Southwest Airlines using the RBV framework. This may involve some assumptions as to the cost of capital; just be clear as to the assumptions you are making.

Step Two: Using the sources you identified in the attachment, collect some data on each of the tangible and intangible resources of the organization.

Step Three: Using the sources identified in the attachment, collect some data on each of the 3 capabilities.

Step Four: Write up the results of your internal analysis, leading to conclusions about the strengths and weaknesses facing Southwest Airlines as revealed by your analysis. Please note:

1. These strengths and weaknesses should be synthesized with the results of your Module 2 Case to complete an overall SWOT analysis.
2. The data you report must be properly cited through in-text citations and a reference list, or footnotes.

Step Five: Consider the Case as a formal business report that you are developing for the Board of Directors and CEO as Southwest Airline's company consultant. This is a professional document. Follow the format below:

o Executive summary: a synopsis of the main points, conclusions and recommendations made in the longer report. If you have never written an executive summary before, or would like a refresher, check this website: http://www.highendfinance.com/CommercialLoans/Docs/07-4%20ES%20Guidelines.doc

o Introduction: State the main purpose of the paper (thesis statement), what you hope to accomplish, and how you will go about doing it.

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