Martha Stewart -"The Goddess of Domesticity"

            
 
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Case Details:

Case Code : BECG020
Case Length : 13 Pages
Period : 1997 - 2001
Pub. Date : 2002
Teaching Note : Available
Organization : Martha Stewart, Imclone Systems Inc, Omnimedia Inc.
Industry : Publishing, Merchandizing, Television
Countries : USA

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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.



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The Foundations of the Empire

Martha Stewart was born Martha Helen Kostyra on August 3, 1941. She was the second of the six children of Martha and Edward Kostyra, who were Polish immigrants settled in America.

Her mother was a school teacher and her father was a pharmaceutical salesman. When Martha was three years old, her family moved from a small apartment to a house in Nutley, New Jersey, near New York City. The new house in Nutley had a garden where, under the tutelage of her father (who was an avid gardener), Martha Stewart had her first lessons in gardening. She also learnt the basics of cooking, sewing and baking from her mother who encouraged the children to help around the house.

Business Ethics Case Studies | Case Study in Management, Operations, Strategies, Business Ethics, Case Studies

At her grandparents home in New York, where she spent some summers, she learnt the art of canning and preserving of fruits and vegetables. She polished her baking skills with the help of her neighbors who were retired bakers.

These skills, which she learnt as a child, were to play an important role in her future career as a lifestyle expert. Martha Stewart was a born entrepreneur. As a child, she earned her pocket money by organizing birthday parties for children in the neighborhood.

Her family always encouraged initiative and all the children were expected to earn their own money and save for college. Martha Stewart, who was an excellent student, graduated in the top ten of her high school class. She was also an avid reader and a regular at the local public library. When she was in grade three she won a contest at the library for reading the maximum number of books...

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