Right Away and All At Once : How We Saved Continental  

Oleh:

Brenneman, Greg

Jenis: Article from Bulletin/Magazine - ilmiah internasional
Dalam koleksi: Harvard Business Review bisa di lihat di link (http://web.b.ebscohost.com/ehost/command/detail?sid=f227f0b4-7315-44a4-a7f7-a7cd8cbad80b%40sessionmgr114&vid=12&hid=105&bdata=JnNpdGU9ZWhvc3QtbGl2ZQ%3d%3d#db=bth&jid=HBR) vol. 76 no. 5 (1998), page 162.
Topik: CONTINENTAL SHELF; corporate culture; corporate strategy; crisis management; managers; organizational development

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Perpustakaan Pusat (Semanggi) Nomor Panggil: HH10.13 Non-tandon: 1 (dapat dipinjam: 0) Tandon: tidak ada

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In 1994, Continental Airlines was headed for a crash landing - it was quickly running out of customers and cash. Today, the airline is one of the great turnaround stories of the decade. What explains its reversal of fortune ? A simple strategy, executed fast, right away, and all at once, says Greg Brenneman, president and COO of the company. There's no time to think too much during a turnaround, he notes in this outspoken first - person account, and that happens to be a very good thing. More specifically, he describes the five lessons he learned during this dramatic turnaround. At the beginning, there was so much wrong with Continental that he felt as if any one misstep could bring the whole effort down. But in a time of crisis, when time is tight and money is tighter, you can't afford to mull over complex strategy. With Gordon Bethune, Continental's chairman and CEO, Brenneman devised the Go Forward Plan, a straightforward strategy focused on four key elements : understanding the market, increasing revenues, improving the product, and transforming the corporate culture. He admits that the plan wasn't complicated - it was pure common sense. The tough part was getting it done. "Do it now!" became the rallying cry of the movement, and the power of momentum has carried Continental to success.

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