Short answer

1. During the early years of the recovery from the 2008 recession, the market capitalization of Southwest Airlines was $5.4 billion.  At the same time, the total of the next seven airlines, added together was $9.3 billion.  Use two of the four concepts from this chapter (Intellectual Capital, Human Capital, Social Capital, Technology) to explain why Southwest had market capitalization that was greater than the others. 

2. Your textbook authors say there are only three generic strategies ( Differentiation, Overall Cost Leadership, and Focus). If you could add a fourth, what would it be?

3. Each student cite an example of a different recent corporate diversification. Explain whether it's related or unrelated. Does it achieve economy of scope, or market power? Is it via merger, acquisition, joint venture, or strategic alliance?