Southwest Airlines.

Introduction. Technology, globalization, and market deregulation are the most influential forces reshaping the world economy. Specifically, digitalization, connectivity, customization, customerization, and industry convergence are the drivers of this new economy. The Internet or "information highway" is able to dispatch bits of information at incredible speeds from one location to another. New technology has led thousands of new entrepreneurs to launch "dot-com" companies with the hopes of striking gold. The first movers in e-commerce experiencing unmeasurable …

…a venue to comparison shop. If Southwest claims to be the low cost, high service leader, then why not go with the pack? Some travel agents are straying from recommending Southwest flights only because there is extra legwork involved with getting the Southwest fare. Maybe this strategy can work for Southwest as they are the up-and coming leader in the industry. It's differentiation that Southwest is going for, and its differentiation that will sustain them.