He made all employees aware of the company's business goals and created a system called "Know the Score" to provide transparent information that could boost performance. The company looked for other ways in which IS could support its strategy and recognized, for example, that technology truly allowed it to provide a personal touch to customers (Ross & Beath, 2007). The company also tried to ensure that any changes to the IS supported its mission. In fact, the company recognized the opportunity to improve its process by evaluating the post-implementation impact on operating costs and customer service (Ross & Beath, 2007). However, linking IS and the company's business strategy became more difficult as the company sought growth opportunities. For example, some feared that international expansion would require operational changes that would challenge its principles. Management has kept an eye on Southwest Airlines' business strategy and tried to position the company to generate both cost and customer service advantages through IT (Ross & Beth,