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Purpose
– To assess whether the current trend for public apologies will continue or fade away
Design/methodology/approach
– Review of selected public apologies to assess their impact on public perception.
Findings
– In spite of some apology “fatigue,” well-executed apologies have an appropriate role in helping to rebuild reputation.
Originality/value
– Corporate executives can learn what makes an effective apology
© Emerald Group Publishing Limited
2014
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