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French-language advocates protest Air Canada’s chief executive Michael Rousseau’s inability to speak French in front of the airline’s head office during a demonstration in Montréal. The sign reads: “Rousseau Get Out.” THE CANADIAN PRESS/Ryan Remiorz

Corporate leadership: Why the tone at the top has moral consequences

What CEOs say and how they say it are essential. Their words can set the tone at the top of the firm and have far-reaching repercussions.

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