Staubach, Juliane; Wannow, Stefanie - In: Marketing Review St. Gallen : die neue … 41 (2024) 1, pp. 22-31
Companies are increasingly apologizing after committing an offense, but under time pressure and in a crisis, many fail to deliver effective apologies. Using 12 benchmark cases and an expert survey, this paper provides a detailed framework for designing convincing apologies, focusing on the...
