Wharton’s on-line newsletter has an article on the generations old practice of entreprneurs naming their businesses after themselves. Companies from Ford to Dell have followed this custom. But, when the founder of one these businesses has significant ethical or legal issues arise, this can create a public relations disaster, such as that now facing Martha Stewart’s namesake business. This article examines the marketing a p.r. advantages and disadvantages of naming a business after its founder.
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