There's the whole citizens united ruling stating companies are people, but they're not toddlers. They (the grown adults working there) should not need positive reinforcement to figure out that consumer hostile actions sour said consumers on their product in future purchase decisions. If they want an incentive to be better, start there.

The massive amount of bad publicity on the initial bad decision is a disincentive to not make bad decisions in the future.

The medium amount of good publicity on the course correction good decision is an incentive to make good decisions in the future, both initial good decisions and course correction good decisions.