Costa Cruises and its parent, Carnival, have tried to make amends to survivors of the Costa Concordia ship that capsized. A spokesperson for Costa explains:

"The company is trying to do everything they can for those passengers directly affected.

"The company is not only going to refund everybody, but they will offer a 30 per cent discount on future cruises if they want to stay loyal to the company."

The offer is one way for the company to try to repair its tarnished image-and perhaps to stave off lawsuits. But will passengers want to get on another boat?

Image source.

Discussion Starters:

• How effective do you think Costa's promotion will be for future cruise goers?
• What are the potential ethical consequences of Costa's offer?
• What might be a better strategy for the company to rebuild its image?