The Internal Processes at Southwest Airlines Are Highly Efficient, Giving

The internal processes at Southwest Airlines are highly efficient, giving it a competitive advantage over other airlines. Southwest has a very efficient maintenance process and also has a very simple process of booking passengers. Because of these efficiencies, the company is able to offer customers an appealing mileage-driven pricing structure while also increasing the airline's profit margin. In this scenario, Southwest's competitive advantage is based on ________.

A) price perception
B) cost leadership
C) value ratio
D) service
E) quality

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