The Southwest Airlines One Report

Posted: 19 Mar 2012

See all articles by Robert Pozen

Robert Pozen

Brookings Institution; MIT Sloan School of Management

Beiting Cheng

Harvard University - Harvard Business School

Susan Thyne

Harvard University - Business School (HBS)

Date Written: December 20, 2011

Abstract

In 2009, Southwest Airlines produced its first integrated annual report, the Southwest Airlines One Report, combing financial and nonfinancial performance information. This case examines Southwest's environmental and corporate social responsibility (CSR) reports produced in the two years preceding 2009 and follows the company's decision to transition to a new reporting format. Preparing for the 2010 report, the Southwest reporting team contemplates how to improve the One Report. The case also allows for debate on the future of integrated reporting, including its impact on internal management processes, integrated audits, and mandated nonfinancial reporting.

Learning Objective: The purpose of this case is to introduce students to the concept of integrated reporting.

Suggested Citation

Pozen, Robert and Pozen, Robert and Cheng, Beiting and Thyne, Susan, The Southwest Airlines One Report (December 20, 2011). Harvard Business School Accounting & Management Unit Case No. 411-042, Available at SSRN: https://ssrn.com/abstract=2025163

Robert Pozen (Contact Author)

Brookings Institution ( email )

1775 Massachusetts Ave, NW
Washington, DC 20036
United States

MIT Sloan School of Management

100 Main Street E62-483
Cambridge, MA 02142
United States

Beiting Cheng

Harvard University - Harvard Business School ( email )

Soldiers Field Road
Morgan 270C
Boston, MA 02163
United States

Susan Thyne

Harvard University - Business School (HBS) ( email )

Soldiers Field Road
Morgan 270C
Boston, MA 02163
United States

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