1. What procedures, in your opinion, should Amazon have used to retrieve the improperly distributed novels?
2. Within this case study, where did Amazon succeed in meeting its Corporate Mission? Where did it fail?
3. What is your opinion of Jeff Bezos’ written apology? Do you think it might have concerned Amazon’s lawyers? If so, why?
4. The great majority of comments posted below Bezos’ apology were understanding and forgiving. Can you think of other situations in which an organization’s sincere apology had a positive impact?
5. Do you agree with the critics that this was a public relations disaster for Amazon? Why or why not?