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SETTING A NEW COURSE FOR UNITED MANAGEMENT

United Airlines hopes restructuring its management personnel will help expedite decisionmaking, reduce costs and improve customer service and earnings.

Under the reorganization, several key vice presidents will shift jobs, and executive vice president, James Guyette, will retire voluntarily, the airline, based in Elk Grove Village, Ill., said Monday.David Coltman, formerly senior vice president for the airline's Atlantic division, will become senior vice president for marketing.

The marketing and planning department also will be separated. The new marketing department will report directly to Chairman and Chief Executive Gerald Greenwald. It will absorb the work of the advertising, customer research, product planning and development, brand management, and distribution divisions, the company said.

Company spokesman Joe Hopkins said no jobs would be lost under the restructuring.

"As the chairman said, when he wanted to find out how a particular route was doing, he'd have to have all the people responsible for a particular service, have to have 20 people, in the room. Now, it's pinned down that there is an individual who is responsible for those markets who has the support personnel under him to get the job done," Hopkins said.

Greenwald is expected to oversee the carrier's long-term strategic direction and plans, while President John Edwardson will be responsible for their implementation. Edwardson also has been given the new title of chief operating officer.

"The bottom line is United will have a stronger bottom line - better operating margins, a stronger balance sheet and the ability to respond quickly to opportunities in the marketplace," Greenwald said in a statement.

United also announced Monday that its Shuttle by United subsidiary, which operates on the West Coast, had added new service to Portland, Ore., and eight other cities.

The low-cost, short-haul carrier began flying six months ago to compete with Southwest Airlines and others. It now has 378 daily departures in 16 West Coast city pairs.

The company predicted Shuttle by United will make money this year, well ahead of most analysts' expectations.