Personalities: Apr. 10, 1964

ONE reason that Westinghouse earnings have remained low despite rising sales (now past $2 billion) is the top-heavy number of white collars on the electronics giant's payroll. No one saw the situation more clearly than sharp-eyed Donald C. Burnham, 49, a "productivity engineer" who was lured away from General Motors to overhaul Westinghouse production lines—and did his job so well that he was named president last July. To symbolize his economy-minded approach, he refused a presidential Cadillac in favor of his own Corvair; more significantly, Burnham centralized such operations as marketing, planning and styling, and eliminated more than 3,000 jobs....

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