1. What resources underlie Southwest' strong position in the U.S. Airline Industry? 2. How do these resources enable Southwest to improve one or more of the following: efficiency, quality, customer responsiveness and innovation? 3. Apply the VRIO framework and describe to what extent these resources can be considered valuable rare, inimitable and well organized? 4. What must Southwest do to maintain its competitive advantage going forward in the U.S. Airline Industry