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What are the strategies that Gordon Bethune used to bring Continental Airlines from Worst to First?

Gordon Bethune's turnaround strategy - Continental Airlines

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1. All the strategies are explained in his book, From Worst to First, published by Wiley. Bethune introduced the Go Forward Plan, which outlined specific steps the airline would take to improve its culture, finances, operations and marketing. He used his charismatic management style to be a visible leader who made working at Continental fun. The positive mindset of employees improved their ability to deliver superior service. At the same time, Bethune focused on improving tangibles like the aircraft fleet and airport facilities, and he refined a few product elements that travelers care about in order to keep people coming back to the airline and paying a premium.