Former Boeing executive Gordon Bethune became president and CEO in October 1994 and was elected chairman of the board of directors in 1996. Continental went from being ranked last in most performance categories to winning more J.D. Power and Associates awards for Customer Satisfaction than any other airline. "BusinessWeek" magazine named Bethune one of the top 25 Global Managers in 1996 and 1997. Under his leadership Continental's stock price rose from $2 to over $50 per share. "Fortune" named Continental among the 100 Best Companies to Work for in America for six consecutive years. In his final year piloting the airline "Fortune" magazine ranked Continental 2004's No. 1 Most Admired Global Airline, a title it earned again in 2005, 2006, 2007 and 2008. While at Continental, Bethune created the Go-Forward plan, to fix problems with the airline, which included employee morale, the quality of the product, and the route structure, among others. Bethune began by ordering new aircraft in an effort to convert to an all-Boeing fleet.