Celebrity capitalism: How turning CEOs into celebrities can benefit an organization

Abstract

Purpose:

This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies.

Design:

This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context.

Findings:

Celebrity CEOs are a new type of celebrity able to profoundly impact their own companies and brands just through their personal actions, in ways previous CEOs have not been able to do.

Originality:

The briefing saves busy executives, strategists and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.

Citation

Robertson, J.A. (2021), "Celebrity capitalism: How turning CEOs into celebrities can benefit an organization", Strategic Direction, Vol. 37 No. 11, pp. 22-23. https://doi.org/10.1108/SD-10-2021-0110