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Right Away and All at Once: How We Saved Continental (HBR OnPoint Enhanced Edition) | 
 enlarge | Author: Greg Brenneman
Publisher: Harvard Business Review
Category: Book
Buy New: $6.50
Sales Rank: 863155
Format: Download: Pdf
Media: Digital
Pages: 14
ASIN: B00005REHH
Publication Date: February 1, 2000
Availability: Available for download now
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Product Description
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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