The 'Martha Loyalist' perspective

This perspective is advocated by fans of Stewart, who see her as unjustly accused, and are sympathetic to her cause, and logged on frequently to her Internet blog that she updated during the trial and from prison.

The 'I don't care' perspective

These people are not Martha defenders, but like Martha's sheets and recipes. They feel that these products will still be just as good as they were before Stewart was incarcerated, and they will be equally as good after her release.

Summary

Martha Stewart is a great brand and a great American success story. The American media loves a fall from grace, particularly the fall of a perfectionist, as Stewart herself as noted, in a reflective moment (Toobin 2003:1). However, there are many successful second acts in American life. Yes, the immediate effect upon company morale and stock prices may be negative. But the real...
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