A corporate apology is always connected to the benefits it brings to the company. It is not a personal apology, it is a form of institutional positioning.
Apologies that demonstrate regret, promise corrective action and are delivered early, with intensity and genuine sympathy, can make amends for many things.
Why saying sorry should be just a starting point.
Research shows that even four-year-olds feel better after an apology and view people who apologize as nicer than those who don't.
As a new app aims to stop us apologising so much, why saying sorry is a glue that binds us all together.