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Brand CEOs': The Case Of Martha Stewart

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Executive Summary

"Martha Stewart, acclaimed as "Ms Perfectionist", "Domestic doyenne" and a rolemodel for any businesswoman, is the 'second' most written about woman in the world. This well-known entrepreneur of the United States, who turned the art of home-making and keeping into a billion dollar business - Martha Stewart Living Omnimedia Inc (MSO), encountered hard times when she was convicted in a scandal. She was convicted for her actions, which are considered to be less harmful in a corporate world that witnessed more serious scandals. Her case called for a rethinking of certain basic notions in free-market economies - ethics in business, the role of government regulation, and more importantly the perils and promises of personal branding."

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