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American airlines is the world’s largest airline company and is at the forefront of the industry. Yet, a single catastrophic event brought this organization to its knees. September 11, 2001 is a day forever emblazed as being one of the US’s most tragic dates in history. This date not only changed the country and its morale, it was a disastrous day for American Airlines as well. Alas, all their successes became tainted with the September 11 attacks, the Iraqi war, an airborne respiratory disease called severe acute respiratory syndrome (SARS), and the weak economy. These inevitable external circumstances forced the company to modify its goals. To better understand the company’s objectives, we first have to focus on the company’s background. This way we will have a better image of