Case Studes in Entrepreneurship, Family Businesses, Social Entrepreneurship

Code : ENT0010

Year :2004

Industry : Building Materials and Construction Equipment

Region : USA

Teaching Note:Available

Structured Assignment :Available

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Introduction: Donald J. Trump (Trump) is one of the richest, most recognisable andwell-known real estate developers of the US. His businesses range from apartment complexes in some of the best locations in New York, to casinos, hotels and golf courses. Known as the ‘ultimate home builder’, his properties are known to command a premium of 15%to 50% over the prices of comparable real estates. His losses in 1990 and his ultimate comeback is awell-known part of the business history. Some analysts opine that Trump’s biggest asset is his name, which is highlighted in his company’s SEC filings as an asset.

Trump’s publicity vehicles include appearances in sit-coms, commercials, books written by him, press coverage and the much talked about television reality show, “The Apprentice”, which he hosted and co-produced. The success of the show brought in huge popularity for Trump and a second season that would net him $3.2 million as fee for hosting it. Trump is known to be one of the biggest self-promoters of all time. His lifestyle, businessmoves and luxurious properties help maintain the Trump brand image. But critics who had been long term observers, question as to how would his self-promotion activities help his ailing casino business which have been performing badly, both in terms of revenue and on the Wall Street.

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