Shares in shamed tour operator Thomas Cook fell yesterday by 5p as concern grew about the increasingly hostile reaction of potential customers to the company’s hard hearted attitude over the deaths of two children in 2006 and the findings of a coroners inquest that it had breached its duty of care to the two children. As soon as the company realised it was going to face customer resistance and damage to its share price, its attitude miraculously changed.
It made a half hearted apology in public through the media, its executives apparantly lacking the moral fibre to do it face to face with the family, in private. To try and halt the slide in its share price, it also announced that it had suddenly been overcome with charitable feelings and was making a donation to UNICEF of half of the huge compensation which it had received, now known to be £3 million.
What a pity that the company could not have admitted its role and made a proper apology years ago instead of waiting until it was forced to act in an attempt to stave off the financial consequences of the damage it did to its own reputation and image. And how long can the senior executives responsible for this disgraceful episode be allowed to remain in office.
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