Bethune moved quickly to implement a reorganization plan that would reinvent the image of the ailing company. Bethune's impeccable leadership and communication skills translated well into the new corporate culture. Company goals, plans and initiatives were routinely communicated to all employees, from senior management to the pilots to baggage handlers. Beyond promoting a culture of openness within the company, Bethune also believed in rewarding good, hard work with more than just a pat on the back. Monetary incentives were awarded to employees who reached or surpassed their goals.
Happy employees equal customer satisfaction.
Today, Continental Airlines is the fifth largest airline in the United States and was named the 2001 Airline of the Year by Air Transport World magazine as well as the 1996 Airline of the Year, making it the only carrier to receive this honor twice in five years. Maileen Hamto is the assistant director of public relations at the Jesse H. Jones Graduate School of Management.