Gordon M. Bethune
When Bethune took over Continental, the company was nearly out of cash, there was conflict between employees and management, and the airline ranked last in customer satisfaction. Bethune initiated a market research campaign to determine what frequent flyers wanted and were willing to pay for in an airline. Bethune mapped out a turnaround strategy, and in one year, Continental went from being ranked worst among the major airlines in customer satisfaction to first.

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