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OECD.

G20/OECD Principles of Corporate Governance 2023

. OECD Publishing, Paris, 2023,  V,  V.D.1V.D.4  V.D.8. https://www.oecd.org/content/dam/oecd/en/publications/reports/2023/09/g20-oecd-principles-of-corporate-governance-2023_60836fcb/ed750b30-en.pdf (DOI: https://doi.org/10.1787/ed750b30-en) ( : 27.08.2026).




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U.S. House Committee on Transportation and Infrastructure.

Final Committee Report: The Design, Development & Certification of the Boeing 737 MAX

. Majority Staff report, 16 September 2020. https://democrats-transportation.house.gov/imo/media/doc/2020.09.15%20FINAL%20737%20MAX%20Report%20for%20Public%20Release.pdf ( : 27.08.2026).

 

Joint Authorities Technical Review (JATR).

Boeing 737 MAX Flight Control System: Observations, Findings, and Recommendations

. Report submitted to the Federal Aviation Administration, 11 October 2019. https://www.faa.gov/newsroom/finaljatrsubmittaltofaaoct2019 (PDF: https://www.faa.gov/sites/faa.gov/files/2021-08/Final_JATR_Submittal_to_FAA_Oct_2019.pdf) ( : 27.08.2026).

 

National Transportation Safety Board.

Assumptions Used in the Safety Assessment Process and the Effects of Multiple Alerts and Indications on Pilot Performance

. Aviation Safety Recommendation Report ASR-19-01, 19 September 2019. https://www.ntsb.gov/investigations/AccidentReports/Reports/ASR1901.pdf ( : 27.08.2026).




 2.  F01F04





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Financial Conduct Authority, Prudential Regulation Authority.

The failure of HBOS plc (HBOS)

. November 2015. https://www.bankofengland.co.uk/-/media/boe/files/prudential-regulation/publication/hbos-complete-report.pdf ( : 27.08.2026).

 

Bank of England.

PRA/FCA review into the failure of HBOS

(  ). 19 November 2015. https://www.bankofengland.co.uk/prudential-regulation/publication/2015/pra-fca-review-into-the-failure-of-hbos ( : 27.08.2026).

 

OECD.

G20/OECD Principles of Corporate Governance 2023

. OECD Publishing, Paris, 2023,  V.D.2V.D.3. https://www.oecd.org/content/dam/oecd/en/publications/reports/2023/09/g20-oecd-principles-of-corporate-governance-2023_60836fcb/ed750b30-en.pdf (DOI: https://doi.org/10.1787/ed750b30-en) ( : 27.08.2026).




 3.  





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Berkshire Hathaway Inc.

Form 10-K for the fiscal year ended December 31, 2024

, Item 1A  Risk Factors. SEC EDGAR, filed 24 February 2025. https://www.sec.gov/Archives/edgar/data/1067983/000095017025025210/brka-20241231.htm ( : 27.08.2026).

 

Tesla, Inc.

Form 10-K for the fiscal year ended December 31, 2024

, Item 1A  Risk Factors. SEC EDGAR, January 2025. https://www.sec.gov/Archives/edgar/data/1318605/000162828025003063/tsla-20241231.htm ( : 27.08.2026).

 

OECD.

G20/OECD Principles of Corporate Governance 2023

. OECD Publishing, Paris, 2023,  V.D.3. https://www.oecd.org/content/dam/oecd/en/publications/reports/2023/09/g20-oecd-principles-of-corporate-governance-2023_60836fcb/ed750b30-en.pdf (DOI: https://doi.org/10.1787/ed750b30-en) ( : 27.08.2026).




 II.    





 4.   





   



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Starbucks Corporation.

Form 10-K for the fiscal year ended September 30, 2007

. SEC EDGAR. https://www.sec.gov/Archives/edgar/data/829224/000095013407024667/v33834e10vk.htm ( : 27.08.2026).

 

Starbucks Corporation.

Starbucks Announces Strategic Initiatives to Increase Shareholder Value; Chairman Howard Schultz Returns as CEO

(press release, Exhibit 99.1 to Form 8-K). 7 January 2008. SEC EDGAR. https://www.sec.gov/Archives/edgar/data/829224/000089102008000009/v36971exv99w1.htm ( : 27.08.2026).

 

Starbucks Corporation.

Starbucks Reports First Quarter Fiscal 2008 Results

(press release, Exhibit 99.1 to Form 8-K). 30 January 2008. SEC EDGAR. https://www.sec.gov/Archives/edgar/data/829224/000089102008000019/v37401exv99w1.htm ( : 27.08.2026).

 

Starbucks Corporation.

Form 8-K (Items 2.05, 2.06: plan to close approximately 600 underperforming U.S. company-operated stores)

. 1 July 2008. SEC EDGAR. https://www.sec.gov/Archives/edgar/data/829224/000095013408012236/v41893e8vk.htm ( : 27.08.2026).

 

Starbucks Corporation.

Form 10-K for the fiscal year ended September 28, 2008

. SEC EDGAR. https://www.sec.gov/Archives/edgar/data/829224/000095013408021134/v50316e10vk.htm ( : 27.08.2026).

 

Starbucks Corporation.

Form 10-K for the fiscal year ended September 27, 2009

. SEC EDGAR. https://www.sec.gov/Archives/edgar/data/829224/000095012309064772/v53316e10vk.htm ( : 27.08.2026).

 

Starbucks Corporation.

Form 10-K for the fiscal year ended October 3, 2010

. SEC EDGAR. https://www.sec.gov/Archives/edgar/data/829224/000119312510266333/d10k.htm ( : 27.08.2026).

 

Starbucks Corporation.

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notes








1


Southwest Airlines Co. Form 10-K for the fiscal year ended December 31, 2023. SEC EDGAR, filed 6 February 2024. https://investors.southwest.com/sec-filings/all-sec-filings/content/0000092380-24-000027/luv-20231231.htm ( : 27.08.2026).




2


Porter M. E. What Is Strategy? Harvard Business Review, 1996, 74(6), pp. 6178. https://hbr.org/1996/11/what-is-strategy ( : 27.08.2026).




3


Southwest Airlines Co. Investor Day Presentation, September 26, 2024 (Exhibit 99.1 to Form 8-K). SEC EDGAR. https://investors.southwest.com/sec-filings/all-sec-filings/content/0000092380-24-000121/a20240926_luvinvestorday.htm ( : 27.08.2026).




4


Southwest Airlines Co. Form 10-K for the fiscal year ended December 31, 2025. SEC EDGAR, filed 5 February 2026, accession 0000092380-26-000004. https://www.sec.gov/Archives/edgar/data/92380/000009238026000004/luv-20251231.htm ( : 27.08.2026).




5


Southwest Airlines Co. Form 10-Q for the quarterly period ended June 30, 2026. SEC EDGAR, filed 23 July 2026, accession 0000092380-26-000077. https://www.sec.gov/Archives/edgar/data/92380/000009238026000077/luv-20260630.htm (PDF: https://investors.southwest.com/sec-filings/all-sec-filings/content/0000092380-26-000077/0000092380-26-000077.pdf) ( : 27.08.2026).




6


Southwest Airlines, 10-Q Q2 2026.




7


Southwest Airlines, 10-K 2025.




8


 .  .  ,  3   ,  F01.        .  .




9


,  , . 1, . 3.




10


,  , . 1, . 3.




11


Porter, 1996.




12


Rumelt R. P. The Perils of Bad Strategy. McKinsey Quarterly, June 2011. https://www.mckinsey.com/capabilities/strategy-and-corporate-finance/our-insights/the-perils-of-bad-strategy ( : 27.08.2026).




13


Rumelt R. P. Good Strategy/Bad Strategy: The Difference and Why It Matters. Crown Business, 2011 (UK edition: Profile Books). https://profilebooks.com/work/good-strategy-bad-strategy/ ( : 27.08.2026).




14


Lafley A. G., Martin R. L. Playing to Win: How Strategy Really Works. Harvard Business Review Press, 2013. https://hbr.org/chapters/playing-to-win ( : 27.08.2026).




15


Rumelt, Good Strategy/Bad Strategy, 2011.




16


Mintzberg H. The Fall and Rise of Strategic Planning. Harvard Business Review, 1994, 72(1), pp. 107114. https://www.theisrm.org/documents/Mintzberg%20(1994)%20Fall%20and%20Rise%20of%20Strategic%20Planning.pdf ( : 27.08.2026).




17


Eisenhardt K. M., Sull D. N. Strategy as Simple Rules. Harvard Business Review, 2001, 79(1), pp. 106116. https://hbr.org/2001/01/strategy-as-simple-rules ( : 27.08.2026).




18


Rumelt, Perils of Bad Strategy, 2011.




19


Southwest Airlines, 10-K 2023.




20


Porter, 1996.




21


Southwest Airlines, Investor Day, 2024.




22


Southwest Airlines, 10-Q Q2 2026.




23


CVS Caremark Corporation. Form 8-K, February 5, 2014 (decision to stop selling tobacco products). SEC EDGAR. https://www.sec.gov/Archives/edgar/data/64803/000006480314000004/form8-kprojectbetterhealth.htm ( : 27.08.2026).




24


CVS Health. Ten years ago, we left tobacco behind. CVS Health, 2024. https://www.cvshealth.com/campaigns/quitting-tobacco.html ( : 27.08.2026).




25


Polinski J. M., Howell B., Gagnon M. A., Kymes S. M., Brennan T. A., Shrank W. H. Impact of CVS Pharmacys Discontinuance of Tobacco Sales on Cigarette Purchasing (20122014). American Journal of Public Health, 2017, 107(4), pp. 556562. https://pmc.ncbi.nlm.nih.gov/articles/PMC5343689/ ( : 27.08.2026).




26


CVS Health Corporation. Definitive Proxy Statement (Schedule 14A), Annual Meeting of Stockholders, May 7, 2015. SEC EDGAR, 2015. https://www.sec.gov/Archives/edgar/data/64803/000120677415001037/cvs_def14a.htm ( : 27.08.2026).




27


The Shareholder Commons, Inc. Notice of Exempt Solicitation (Form PX14A6G) regarding CVS Health Corporation, 2022 Annual Meeting of Shareholders, Item 8. SEC EDGAR, 2022. https://www.sec.gov/Archives/edgar/data/64803/000121465922004898/o46220px14a6g.htm ( : 27.08.2026).




28


The Procter & Gamble Company. Form 10-K for the fiscal year ended June 30, 2014, Item 7, Strategic Focus. SEC EDGAR, 2014. https://www.sec.gov/Archives/edgar/data/80424/000008042414000057/fy201410kannualreport.htm ( : 27.08.2026).




29


The Procter & Gamble Company. Form 10-K for the fiscal year ended June 30, 2015, Item 1, Item 1A, Item 7 (Overview). SEC EDGAR, 2015. https://www.sec.gov/Archives/edgar/data/80424/000008042415000070/fy141510-kreport.htm ( : 27.08.2026).




30


Trian Fund Management, L.P. Revitalize P&G  Together (Exhibit 1 to proxy solicitation materials, Schedule 14A, The Procter & Gamble Company), pp. 56, 5961. SEC EDGAR, 6 September 2017. https://www.sec.gov/Archives/edgar/data/80424/000090266417003516/p17-1814exhibit1.pdf ( : 27.08.2026).




31


Rumelt, Good Strategy/Bad Strategy, 2011.




32


Martin R. L. The Difference Between a Plan and a Strategy (HBR On Strategy, podcast;     HBR Quick Study A Plan Is Not a Strategy, 2022). Harvard Business Review, 3 May 2023. https://hbr.org/podcast/2023/05/the-difference-between-a-plan-and-a-strategy ( : 27.08.2026).




33


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34


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