Earlier this fall, Safeway, a food retailer based in Pleasanton, Calif., took out radio and television ads apologizing to customers of some recently-acquired grocery stores for changes in these stores’ operations. Safeway joined what seems to be a long list of apologizers – from investment bankers to fast food corporations – who have recently expressed regret for a variety of mistakes. With a year full of apologies now coming to a close, Knowledge@Wharton looks at how effective apologies are, what they signal, when they should be offered and whether they can backfire.
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