In the United States, many major airlines have attempted to copy the success of Southwest Airlines by trying to incorporate its ideas into their own airlines. However, they all failed. The airline can surely copy the Southwest Airlines model by offering no-frills service, operating at secondary airports and using only one type of aircraft. But what kept airlines from succeeding was that they weren't able to copy the intangibles, according to Linda Rutherford, a spokeswoman for Southwest Airlines. “You can’t copy company culture; you can't copy people. You can't just flip a switch and say, "We're going to be more like Southwest." (Elliot, 2002) The culture established within the airline is unique. Airlines can use examples