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March 29, 2004
What's in a name?
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.
Posted March 29, 2004 01:38 AM
at Belmont University in Nashville, Tennessee. He consults with a variety of businesses on start-up and growth related issues, and with larger corporations on re-establishing entrepreneurial cultures within their organizations. Dr. Cornwall's current research interests include entrepreneurial finance and entrepreneurial ethics. He has authored or co-authored four books.
