However, as stated above, the company has phenomenal mission statements and values ​​that enumerate their commitment to employees, communities across the United States, and their customers. This is evident in the way SWA proudly displays photos of employees at work or employee events on their webpage; photos of the communities in which they operate and photos and stories of their customers (SWA, 2015). Surprisingly, accessing the annual report for SWA is very simple. The SWA annual report is very detailed and easy to understand and includes the company's financial statement, future financial forecasts, operational details and innovative new ideas, just to name a few. Furthermore, there is an archive of news and events on the company's web page and the company has its own official in-flight magazine which reaches approximately 3.5 million travelers per issue (SWA, 2015). Overall, the availability of information on SWA operations, corporate responsibility, financial statutes to name a few is impressive, having such information readily available allows investors to make informed decisions. SWA behavior