United Airlines

​Too Little, Too Late

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We have all seen the footage of aviation security officers dragging Dr. David Dao, in a forcible and degrading manner, off United Express Flight 3411, resulting in the doctor suffering a head injury, a broken nose, and two lost teeth—in front of the entire world. In the age of instantly viral videos, CEO Oscar Munoz needed to offer a swift, effective apology to preserve United's reputation and keep customers from fleeing to competitors. He failed.

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