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"Pepsi, United, and the Speed of Corporate Shame" https://hbr.org/2017/04/pepsi-united-and-the-speed-of-corporate-shame < good analysis in the Harvard Biz Review, contrasting Pepsi's and United Airlines' behaviours regarding their respective PR storms. While Pepsi will recover quickly, United's is without doubt an epic negative event that's hard to see what recovery for United will look like
