A rose by any other name

Nov 01, 1998
<p>What's in a name change?</p>
Would Apple or Sara Lee, by any other name, smell as sweet to investors? Many experts believe that a company name gives off a whiff of success or failure, depending on the values of the age and the way the corporation's whole identity is perceived. Although

Content Preview

to continue reading

Sign up to get stories direct to your inbox
logo-black logo-black