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Corporate apologies must be backed by action

When mistakes are made, company leaders must issue a quick, honest apology that details what went wrong and how they intend to fix it, write Sandra Sucher and Shalene Gupta. "No matter how eloquent the apology, people will not forgive a company that does not back up its words with concrete action to remedy the harm it has caused -- and prevent it from happening again," they write.

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