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Gordon M. Bethune

Continental Airlines

1994 - 2004

Transportation

Military ServiceNavy
1990 b. 1941
male
EducationTwoDegree
UndergraduateAbilene Christian University
GraduateAMP, Harvard University
Personal
Born-Died1941
BirthplaceTexas (TX)
RaceWhite
FatherLaborer, Skilled
Era - 1990

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.