Martha Stewart Case

529 Words3 Pages
Martha Stewart & Strategic Alliance Martha Stewart is struggling with her alliance; they have used her name as a branding technique for a chain of products which have received negative reviews, particularly the detergent product which her name is on. Martha Stewart is particularly a brand first before anything else, so reviews and opinions will greatly affect her current business and her future business prospects. The next step will all depend on their merger, if it was a strategic alliance or a joint venture. A joint venture is locked in, because it is contractually obligated to stay in that venture till some conditions set in the contract allow you to back off. A joint venture is more formal in nature and have you locked in for the longer term. A strategic alliance is the one were its less formal and gives certain flexibilities to the parties involved in how business will be financed and operated. This case could be considered to be a joint venture from the question text. Martha Stewart using her name as a branding tool, she can still operate her business while they work together in this chain of particular products but don’t limit her from making other similar ventures with other businesses. In the business of branding, negative reviews could cost you a lot and therefore it is important that she makes a decision that will not her now and also in the close future. The option of withdrawing her name from the product in its entirety will not be one I will support, she has to be able to go through tough times such as this one and accept the challenge and overcome it. This might be a first for her in terms of a challenge and having bad reviews with products her name is on but might pass the wrong message to business public. In branding other than the consumer review, you have to count on the business to business review as well. Businesses might become

More about Martha Stewart Case

Open Document