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training and certification. The Society for Human Resource Management, which is based in the United States, is the largest professional association dedicated to HR, !"# with o$er %&",""" members in !'" countries. %"# (t offers a suite of )rofessional in Human Resources *)HR+ certifications through its HR ,ertification (nstitute. The ,hartered (nstitute of )ersonnel and -e$elopment, based in .ngland, is the oldest professional HR association,with its predecessor institution being founded in !/!0. Se$eral associations also ser$e niches within HR. The (nstitute of Recruiters *(1R+ is a recruitment professional association, offering members education, support and training. %!# 2orldat2or3 focuses on 4total rewards4 *i.e., compensation, benefits, wor3 life, performance, recognition, and career de$elopment+, offering se$eral certifications and training programs dealing with remuneration and wor35life balance. 1ther niche associations include the 6merican Society for Training 7 -e$elopment and Recognition )rofessionals (nternational. )ublications 6cademic and practitioner publications dealing e8clusi$ely with HR: ,ornell HR Re$iew HR Maga9ine *SHRM+ Human Resource Management *:ohn 2iley 7 Sons+ Human Resource Management Re$iew *.lse$ier+ (nternational :ournal of Human Resource Management *Taylor 7 ;rancis+ )erspecti$es on 2or3 *L.R6+ Related publications: 6cademy of Management :ournal 6cademy of Management Re$iew 6dministrati$e Science <uarterly *Samuel ,urtis :ohnson =raduate School of Management+ 1rgani9ation Science *(>;1RMS+ See also 2i3imedia ,ommons has media related to: Human resources management 6spiration Management 1rgani9ational beha$ior 1rgani9ational theory References
Library resources 6bout Human resource management Resources in your library Resources in other libraries ? Mer3le, :udith 6. Management and (deology. Uni$ersity of ,alifornia )ress. (S@> "5&%"5"ABAB5&. ? Mayo, .lton *!/'&+. 4Hawthorne and the 2estern .lectric ,ompany4. Har$ard @usiness School. Retrie$ed %0 -ecember %"!!. ? 46bout ,()-4. ,hartered (nstitute of )ersonnel and -e$elopment. Retrie$ed %% -ecember %"!!. ? 46bout ,ornell (LR4. ,ornell Uni$ersity School of (ndustrial and Labor Relations. Retrie$ed %"!"5"!5%/. ? a b 46bout SHRM4. Society for Human Resource Management. Retrie$ed %% -ecember %"!!. ? 1C@rien, Michael *1ctober 0, %""/+. 4HRCs Ta3e on The 1ffice4. Human Resource .8ecuti$e 1nline. 6rchi$ed from the original on !0 -ecember %"!!. Retrie$ed %0 -ecember %"!!. ? 4,atbert shows tougher side to human resources4. )ersonnel Today. 6ugust A", %""B. Retrie$ed %0 -ecember %"!!. ? Ulrich, -a$e *!//D+. Human Resource ,hampions. The ne8t agenda for adding $alue and deli$ering results. @oston, Mass.: Har$ard @usiness School )ress. (S@> "5 0B&0'5B!/5D. 1,L, A'B"'/"'. ? Towers, -a$id. 4Human Resource Management essays4. Retrie$ed %""B5!"5!B. ? a b :onathan .. -e=raff *%! ;ebruary %"!"+. 4The ,hanging .n$ironment of )rofessional HR 6ssociations4. ,ornell HR Re$iew. Retrie$ed %! -ecember %"!!. ? 2right, )atric3. 4The %"!! ,HR1 ,hallenge: @uilding 1rgani9ational, ;unctional, and )ersonal Talent4. ,ornell ,enter for 6d$anced Human Resource Studies *,6HRS+. Retrie$ed A September %"!!. ? ,onaty, @ill, and Ram ,haran *%"!!+. The Talent Masters: 2hy Smart Leaders )ut )eople @efore >umbers. ,rown )ublishing =roup. (S@> /B05"5A"B5'D"%D5'. ? 4Human Resources, Training, and Labor Relations Managers and Specialists4. U.S. @ureau of Labor Statistics. %"!!. Retrie$ed %A -ecember %"!!. ? 4Human Resources Manager4. ,>> Money. %""D. Retrie$ed %A -ecember %"!!. ? 4Human Resources Manager4. ,>> Money. %""/. Retrie$ed %A -ecember %"!!. ? 4Towers 2atson .8ecuti$es See =rowth 6head ;or Merged ;irms4. 2or3force Management. %""B. Retrie$ed :anuary !A, %"!". ? 4HR consultant4. ,>> Money. Retrie$ed %A -ecember %"!!. ? 46bout ,ornell (LR4. ,ornell Uni$ersity School of (ndustrial and Labor Relations. Retrie$ed %A 6ugust %""/. ? 4HR =raduate )rogram Ran3ings4. HR )atriot. %""/5"'5%D. Retrie$ed %"!"5 "B5"&. ? SHRM 2ebsite: 6bout SHRM
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Human resource management Southwest 6irlines %""%: 6n (ndustry Under Siege Harvard Business School: 9-803-133 .8ecuti$e Summary Southwest Airlines in 2002 faced a serious of i !ortant ana"e ent decisions after the 9#11 tra"ed$ in order to continue the record %rea&in" co !an$ "rowth that Southwest had e'!erienced since the 19(0)s* Southwest Airlines revolutioni+ed the airline industr$ with what is &nown as the Southwest ,ffect: low cost fares- !oint-to-!oint service- .10 inute turnaround/ and an en0o$a%le friendl$ at os!here* After the Airline 1ere"ulation Act of 19(8- Southwest ado!ted a !olit$ that irre"ardless of the !rofita%ilit$ of e'!ansion o!!ortunities- the co !an$ wanted to co it to a ana"ea%le annual "rowth rate of a%out 10-152* 3he followin" 4uestions and discussion will address the historical challen"es of Southwest airlines- the direction the co !an$ conte !lated in 2002- and a %rief loo& at the challen"es of toda$* !+. 2hat is the competiti$e business en$ironment 3he airline industr$ has alwa$s %een co !etitive* 5n an anal$sis of the ost !rofita%l$ invest ents as !er our class discussion- sur!risin"l$- airlines co e in at the lowest return on each dollar invested at around 2*52* Southwest Airlines e'!erienced 30 consecutive $ears of !rofit a ere two $ears after it)s foundin" in 19(1* 6an$ air!orts %e"an re4uestin" Southwest service for their !assen"ers- %ut throu"hout Southwest)s e'!ansion- the co !an$ ai ed to aintain a ana"ea%le "rowth rate and focus on their core co !etencies of low !rice fares that would co !ete with the cost of drivin" to the destination* 5n the id 1990)s- the a0or carriers entered into !rice wars to undercut co !etition* Althou"h- these dealin"s did affect Southwest)s %otto line- Southwest still ana"e to continue to turn a !rofit and e'!and due to their e'!ansion into a reservation s$ste and their co it ent to a culture and e'!erience that !assen"ers were drawn to* %+. 2hat is the competiti$e ad$antage that the company obtained as discussed in the caseJ Southwest Airlines co !etitive advanta"es are their !oint-to-!oint services which are "enerall$ tar"etin" the fre4uent %usiness traveler* 7ith several re"ular fli"hts !er da$- if a !assen"er ha!!ens to iss their fli"ht- the$ will %e auto aticall$ %oo&ed onto another fli"ht* Secondl$- Southwest strate"icall$ secured routes throu"h secondar$ air!orts which "enerall$ had lower fi'ed costs for the airlines and less con"estions for !assen"ers ease* 8inall$- Southwest focused on 4uic&- relia%le turnaround ti e usin" onl$ one version of aircraft- allowin" for fa iliarit$ a on" staff and "reater efficienc$ in turnaround* 9assen"ers were not assi"ned seats- si !l$ %oardin" sections- which allowed for !assen"er loadin" to %e conducted ore efficientl$*
3he traditional airline odel is the Hu% and S!o&e odel- which in essence ta&es ost !assen"ers fro the ori"ination- throu"h the hu%- and then transfers the to their destination* Southwest)s !oint to !oint s$ste was ore relia%le %ecause it did not de!end on the on ti e arrival of an earlier fli"ht for de!arture* Southwest also i !le ented the first and ost si !listic fre4uent-flier !ro"ra : !urchase ei"ht fli"hts and "et one free* Southwest)s initiall$ connected with four co !uter reservation and tic&etin" s$ste s and also the !owerful SAB;, s$ste * 3his allowed travel a"ents to view fli"ht infor ation and even !rint tic&ets* 5n 1994Southwest was onl$ connected throu"h the SAB;, s$ste s which !ushed Southwest to develo! the .tic&etless/ travel !ro"ra as well as Southwest*co * A+. 2hat strategy andEor model was used or implemented in this caseJ @argaining power of buyers 9orter)s 5 =o !etitive 8orces 6odel Threa ts Southwest $s. 6ll other 6irlines Threat of substitute
Southwest airlines does stru""le a"ainst the threat of su%stitutes uch li&e an$ other airline and in this case the threat of su%stitutes is the decision to use an alternate for of travel- such as drivin" or ta&in" a train* 3he airline industr$ is sensitive to .tra"ed$/ such as when there is a !lane crash or an event li&e 9#11< consu ers tend to switch to a su%stitute or chose not to travel in the first !lace* Southwest)s %est defense is a stron" 9; ca !ai"n- which we saw after 9#11 when the co !an$ launched ads sa$in" that when A erica is read$ to fl$ a"ain- Southwest will %e there*