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Did Wal-Mart ad commit Black Friday murder?

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The family of Jdimytai Damour who was trampled to death in a Long Island Wal-Mart Stores (NYSE: WMT) on Black Friday is suing the retailer in New York State Supreme Court in the Bronx. The complaint alleges that Wal-Mart's advertising created the "environment of frenzy and mayhem" that caused Damour's horrible death.

Despite the death, Wal-Mart continued running the advertisement in question -- which the complaint alleges is intended to attract the kinds of large crowds that asphyxiated the 6-foot-5, 270-pound Damour after a crowd crushed him at 5 a.m. on Friday when it broke open electronic doors as the store opened. Four others, including a woman who was eight months pregnant, were also hospitalized.

I think Wal-Mart will pay for its share of the responsibility for this death. The legal theory here may not work though.

I'd welcome any thoughts from the legally trained among you. Sadly, none of this will bring back Damour. But his family should be compensated.

Peter Cohan is President of Peter S. Cohan & Associates. He also teaches management at Babson College and edits The Cohan Letter. He has no financial interest in Wal-Mart securities.

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Last updated: November 25, 2009: 07:37 AM

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