Case Studes in Entrepreneurship, Family Businesses, Social Entrepreneurship

Code :ENT0017B

Year :2005

Industry :Personal Care Products

Region : USA

Teaching Note:Not Available

Structured Assignment :Not Available

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Introduction: During October 2005, the television reality show, ‘The Apprentice’ was being broadcast on NBC4 in the U.S. for the consecutive fourth season. It began with Martha Stewart (Martha), as the judge instead of Donald Trump. The television show’s ratings dropped initially but gradually started to rise.

The television show was a part of the much-talked about comeback strategy for Martha after serving the sentence in the ImClone Systems7 stock-trading case. Industry observers lauded the comeback efforts, but were skeptical whether it would translate into a success story for her company, Martha Stewart Living Omnimedia (MSLO). Would MSLO be able to regain its footing in the market? While the company would be profitable by 2006 with an estimated profit of $17 million, it would be a shadow of its past performance when the company peaked in 2001 with a profit of $22 million

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