Martha Stewart: The Rise of the Phoenix?


Code :ENT0017B

Year :

Industry :Personal Care Products

Region : USA

Teaching Note:Not Available

Structured Assignment :Not Available

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Abstract: The case is about Martha Stewart, the queen of home improvement in the US. The case highlights the emergence of Martha Stewart as an entrepreneur and the establishment of her company in the late 1990s. The case also outlines the decline of the ‘Martha Stewart’ brand and the subsequent fall in revenues of her company, Martha Stewart Living Omnimedia after she was indicted in the Imclone stock scandal. After serving the sentence in 2005, Martha made a comeback with TV shows, a self-authored book, and a radio show among several others of her comeback plans. But it is felt that the comeback is not making an effect on the company’s revenues. The case tries to analyze answers for two main issues- Will the elaborate comeback strategy of Martha Stewart have an effect on the company? Can the company reach the peak it had fallen from?

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Pedagogical Objectives:

  • To understand the entrepreneurial skills
  • To analyse the pros and cons of associating products with the entrepreneur
  • To study whether the comeback plans of Martha Stewart will translate into increasing sales and growth for her company
  • To analyse whether Martha Stewart’s company, MSLO will regain its footing in the US market.

    Keywords :Entrepreneurship Case Study, Martha Stewart, MSLO, Entreprenuer, ImClone Systems, The Apprentice, Martha Stewaart Living Omnimedia, Comeback, ImClone scandal, Insider Decline, Home Improvwement, Donald Trump, Publishing, Rise

    Contents :
    » Martha: The Entrepreneur
    » The Decline
    » The Two Faces of the Coin
    » Martha’s Comeback

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