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  "documentTitle": "Southwest Airlines (LUV)",
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  "notes": "Uses a contrast-pairs framework to highlight the gap between Southwest's stated strategy and industry norms.",
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      "text": "They put out all this schlock about 'our passengers are our guests, and you wouldn't want to charge your guests for their bags,' but why do you charge for the seats if that’s the case? Give it all away for free.",
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      "text": "“We are not looking at assigning seats right now. We are not talking about assigning seats now, and we're not talking about looking at it at some time in the future.” — Southwest Management; “I think things like curtains and things like that are a bit far afield from [who] Southwest Airlines is.” — Southwest Management; “You're not going to see basic economy from Southwest. That's not what we do.” — Southwest Management; “Absolutely never” — Southwest Management; “Exiting of competitive hub airports drives questions of long-term competitiveness of Southwest's dated commercial strategy... [We] are concerned Southwest may need a strategic overhaul...” — Barclays, April 2024; “They put out all this schlock about 'our passengers are our guests, and you wouldn't want to charge your guests for their bags,' but why do you charge for the seats if that's the case? Give it all away for free.” — Ryanair CEO Michael O'Leary, March 2024",
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      "text": "Entrenched Views on Strategy",
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