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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Please note:
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
Martha's Empire
Martha Stewart's business empire was spread across four major businesses covering eight core content areas - home, cooking and entertaining, gardening, crafts, holidays, keeping, weddings and infant care. The major business areas are described below...
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Publishing
Martha Stewart Living was first published in July 1991 by Martha Stewart
and Time Publishing Ventures Inc. It offered readers articles covering the eight
core content areas and gave advice and information for improving housekeeping
skills...
Television
The first "Martha Stewart Living" show, produced by MSO
and hosted by Martha Stewart, was aired in September 1993. It ran as a weekly
program till September 1997. After that, it became a daily show with special
weekend editions...
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Merchandising
MSO designed products under the brand name Martha Stewart Everyday. The product line was extensive and included products like sheets, dinnerware, latex paints, lamps, bath accessories and even seeds, fertilizer and garden equipment...
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The Good and Bad of Martha
Martha Stewart's empire covered all aspects of good living. Her aim was to spread the gospel of good living to all American homes. She came to represent perfection for many women in America. It was said, "When America wants to learn how to make the perfect pie crust, grow a herb garden, create a beautiful flower arrangement, or fix a broken window pane, it turns to Martha Stewart."
Such was her popularity that people tried to emulate the lifestyle described
in her books and shows... |
Excerpts Contd... >>
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