Page 33 - CL How to Read a Case Study

Teaching Note Paragraph 4

The case of the cups would become something of a symbol of all that
had gone wrong at United since its merger with Continental in 2010,
and it was up to Munoz to restore the trust of employees and
customers. But before all that he had to recover from his heart attack

Five years since the merger and still things
are wrong. Munoz has to restore trust.

Trust like respect has to be earned. It is
questionable whether management had
addressed either between 2010 and
2015.

Munoz would have to build up both. He
could not simply buy coffee cups and
replace the styrofoam ones – the

problem was not the cups!