Secrets of celebrity companies — Daena Giardella

Daena Giardella, MIT Sloan Sr. Lecturer

Daena Giardella, MIT Sloan Sr. Lecturer

From Forbes México

Companies helmed by or fronted by celebrities can have meteoric rises, but can also face dramatic and public setbacks.  Recent news stories, for example, have highlighted both the stratospheric success of some celebrity companies and also a set of well-documented problems with some celebrity companies.

Celebrity companies are unique in many ways, but studying them can yield important insights into where everyday entrepreneurs should put their energy and emphasis. Read More »