This case was a Finalist in the Dark Side Case Competition, and was presented at the Academy of Management Annual Meeting at Chicago, USA, August 2018.

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INTRODUCTION

“What happened to my dad should never have happened to any human being, regardless of the circumstances. We were horrified and shocked and sickened to see what had happened to him,” said Crystal Dao Pepper, daughter of 69-year-old Dr. David Dao (Dao, hereafter), who was forcibly deplaned by security officers from an overbooked United Express flight on April 9, 2017, in Chicago. The ordeal started for Dr. Dao when he refused to give up his seat to accommodate some crew members. In the scuffle that ensued with the police who were forcibly trying to evict him from his seat, Dao suffered significant injuries – a concussion, loss of two front teeth, and a broken nose. Dao was bleeding profusely from his injuries as the police dragged his limp body out of the aircraft. ..

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