The dismissal of the insurer's chief executive is another own goal for the company, but it is also a definitive moment for culture in corporate Australia.
The sacking of QBE chief executive Pat Regan for inappropriate communications with a female employee is yet another spectacular own goal from a company that is notorious for them.
But it can and should be a defining moment, not just for the insurance giant but also for corporate Australia.
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James Thomson is senior Chanticleer columnist based in Melbourne. He was the Companies editor and editor of BRW Magazine. Connect with James on Twitter. Email James at j.thomson@afr.com