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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Excerpts Contd...

The Scandal and its Fallouts

On December 27, 2001, Martha Stewart sold 3928 shares of Imclone, a biotechnology company. It would have been a routine transaction had it not been made a day before the US Food and Drug Administration rejected approval for Erbitux, a drug developed by the company to combat colorectal cancer.

Investigators found out that Martha Stewart's broker, Peter Bacanovic (Bacanovic; worked at Merrill Lynch and earlier at Imclone), who was also the broker for Imclone's CEO, Sam Waksal (Waksal), and his two daughters, called Martha Stewart on December 27 to tell her that he "thinks Imclone is going to start trading down."...

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

Looking Ahead

Analysts feel that Martha Stewart would do well to diversify MSO's intellectual capital and try to make the brand less dependent on her, so that Martha Stewart comes to represent a way of life, and not a living person.

Human capital must gradually be transformed into structural or customer assets. According to Brady, "MSO should build on its efforts to broaden the brand beyond Martha Stewart, the woman". MSO is already making efforts in this direction. The magazines are now being published without excessive emphasis on Martha Stewart's name. The TV shows have also begun to feature other experts in different fields, reducing their dependence on Martha Stewart...

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

Exhibits

Exhibit I: Share Prices of MSO
Exhibit II: Income Statements of MSO

 

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