United Airline

Flight 3411
By: Prabhjeet Bassi
 SUMMARY
On April 9, 2017, United wanted to bump four passengers on United Express Flight 3411 from
O’Hare International Airports to Louisville, Kentucky. Their goal was to make room for four
United employees and to do so the Airline offered compensation of $400. Later on
compensation was doubled, however, there were still no takers due to the fact that it was the
last flight of the day. Four passengers were selected to be involuntarily bumped. Three of the
four complied, with the fourth, Dr. David Dao refusing to move saying he had to be at work at
the hospital the next day. Dr. Dao was later yanked out of his seat, screaming and was hurt in
the process receiving a bloody mouth, broken nose and a concussion.
CEO AND HOW THE ISSUE WAS DEALT WITH

CEO in 2017 was Oscar Munoz. Present day it is scott Kirby.

News of this incident went across all media platforms along
with videos being uploaded taken by passengers who
witnessed Dr. Dao’s treatment. Oscar issued a statement
calling the incident “re-accommodating the customers”.
After saying disrespectful things about Dr.Dao, United
issued a sincere apology. During the apology, Munoz
promised that such an issue would not take place in the
future.
 MY OPINION
In my opinion, no the issue was not dealt with effectively. The guards that
were fired were given orders that they needed to follow otherwise they
would be automatically fired. However they were fired instead of given a
warning. The Airline should have known about the overbooked flights
beforehand. The issue was dealt effectively when it reached the media.
Dr.Dao reacted in a very respected, mature manner and the Airline had also
given an apology along with a promise.

FOUR FUNCTIONS
Leading: Vision was only communicated when interviewed after the
incident
Organizing: Guards were in place during the incident.
 HOW THE ISSUE AFFECTED THE COMPANY/CEO?

The company is still up and running by Scott Kirby. With this incident hitting the
news other airlines have become aware of this incident and promised that they
would no longer overbook flights. The guards that participated in the incident
were fired. Later on in 2019, according to CNBC, United Airline announced that the
CEO, Oscar Munoz will turn over day-to-day management of the airline along with
Scott Kirby. In May, Munoz became executive chairman.
 Sources Cited
●

https://www.nytimes.com/2017/04/10/business/united-flight-passen
ger-dragged.html
●

https://www.forbes.com/sites/michaelgoldstein/2017/12/20/biggest-
travel-story-of-2017-the-bumping-and-beating-of-doctor-david-dao/?s
h=6135c006f61f
●
● -
https://www.washingtonpost.com/transportation/2019/04/09/docto
r-who-was-dragged-screaming-united-airlines-flight-finally-breaks-sile
nce/