Subject category:
Marketing
Published by:
IBS Case Development Center
Length: 7 pages
Data source: Published sources
Topics:
Martha Stewart; Brand CEO; ImClone; Corporate scandals in the US; Insider trading; Corporate ethics; Government regulations; Corporate celebrities; Personal branding; Charismatic corporate leaders; US businesswoman; Designing; Corporate social responsibility (CSR); Securities Exchange Commission; Martha Stewart Living Omnimedia
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https://casecent.re/p/20325
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Abstract
Martha Stewart, the businesswoman who turned the art of ''home-making and keeping'' into a billion dollar business ''Martha Stewart Living Omnimedia'', has been one of the most recognised ''brand CEOs'' in the US. Her conviction in a scandal in early 2004, called for rethinking of certain basic notions in the free-market economies, corporate ethics, government regulation, and more importantly the perils and promises of personal branding. This case, through the episode of Martha Stewart, attempts to trigger a discussion on the benefits and challenges a company faces in the wake of a personal crisis of its brand CEO
About
Abstract
Martha Stewart, the businesswoman who turned the art of ''home-making and keeping'' into a billion dollar business ''Martha Stewart Living Omnimedia'', has been one of the most recognised ''brand CEOs'' in the US. Her conviction in a scandal in early 2004, called for rethinking of certain basic notions in the free-market economies, corporate ethics, government regulation, and more importantly the perils and promises of personal branding. This case, through the episode of Martha Stewart, attempts to trigger a discussion on the benefits and challenges a company faces in the wake of a personal crisis of its brand CEO