From my perspective, an ethical approach to the question goes a long way in determining whether their actions are right or wrong. Alaska espouses ethical values, so it is appropriate to question their actions from this point of view.

Many companies do things that are legal and make sense to the bottom line, but are not necessarily ethical. In fact left to their own devices, too many companies choose profitability over principle. That's one of the reasons why many industries are regulated.

A great company is one that is able to balance the expectations of its shareholders as well as that of its various stakeholders, which includes its employees. It's called Corporate Social Responsibility and Alaska has expressed their commitment to it. Their success in this regard however, is certainly open for debate.

Saying one thing but in practice doing another, is bound to breed resentment, mistrust and frustration in your workers, and though you might get away with for years, every now and then, a company ends up paying the price for that decision.

Will AS? I don't know. Time will tell.


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