Character & Characters: The Spirit of Alaska Airlines

by Robert J. Serling

This is the history of Alaska's last legacy airline, Alaska Airlines, which transformed from a single-aircraft bush operator in 1932 to a major U.S. carrier serving a presentday network stretching... This description may be from another edition of this product.

• Format: Hardcover
• Language: English
• ISBN: 1933245115
• ISBN13: 9781933245119
• Release Date: May 2008
• Publisher: Documentary Media LLC and University of Washi
• Length: 492 Pages
• Weight: 2.15 lbs.
• Dimensions: 1.5" x 6.4" x 9.4"
• Age Range: 17 years and up
• Grade Range: Grade 12 and higher

Customer Reviews

True historical read about the "little airline that could"

At first I thought this book would be a typical corporate tome, but nothing could be further from the truth. Well researched, well written and fun to read, I found out things I'd never known about this great airline since I first began flying them in 1985 upon relocating to Seattle. There are times when you read about the early days (up through the early 70s) and you swear the company doesn't deserve to still be in business. It's a great testament to the employees as well as to management (more to employees). It is honestly written--worts and all. Kudos to Alaska's exeutive management team for giving Bob Serling full access and for being so candid with him--some of it ain't pretty. I worked as a contractor in corporate communications for three months this spring and I can say the team is as ethical, caring and well meaning day in and day out as is reflected in the book. What a breath of fresh air in this day and age of greediness and deceit. Enjoy the "Spirit of Alaska."

Comendable Honesty

Reading this book made me proud of Alaska Airlines. The company commissioned its publication. It had some extremely interesting insight in to the management of the company, particularly post 1972. Like all firms in the aviation business, there have been several instances in the last 26 years where the survival of the firm was clearly at stake. It is made clear that Alaska Airlines only exists today as a result of some very bold decisions made at key times. Countless cases are described where management showed great creativity, integrity, compassion, courage, and brilliance. Equally important, the book describes many instances where company management failed to uphold the values described above and in some cases engaged in behavior and made decisions that were truly shameful. Few of us in this world are saints and it is very boring when people try to potray themselves as such. If this book had failed to describe some of the low points in the airline management's history, it would not have been possible to truly appreciate the acts of greatness. My main criticism of the book is that it failed to recognize the many contributions from non-management employees. There would have been some great sub-plots in this area. A set of short stories about the exploits of some of Alaska Airlines front line employees would make for excellent reading. Alaska Airlines would really outdo themself if they commissioned such a book.

Alaska Airlines History

I was curious to know more about Alaska Airlines history, having lived in Juneau, Alaska the last 13 years and having become accustomed to either flying with Alaska Air or taking the ferry to get out of town. The book is a tale of two Alaska Airlines: the floundering, one step away from oblivion company from founding by Linious McGee to the Charles Willis era; and the modern era from Ronald Cosgrave to current CEO Bill Ayer. Serling is at his best in telling the story of Alaska's first 50 years. His research is superb, and the reader gets a good idea of what it must have been like to build the airline in such a tough climate. When Serling moves beyond Willis' reign, one begins to sense that the airline (which commissioned this book) leadership contributed a lot of detail and not as much came from outside sources. In the end, I enjoyed Serling's rather informal style, and felt that I came to know Alaska Airlines and its "characters" a little bit better. Since I know Alaska Airlines as a customer/passenger, I also felt that Serling did a nice job of boiling down all the changes that have occurred at Alaska Air over the 13 years I've been here - I've wondered about the details as they've happened. Now I know the ones the company itself shared through this book. If you're interested in American corporate history like I am, then this is a book well worth reading.