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What's in a CEO's Name? Usually, a Hint of Stability

Amid the larger scandals of Enron and WorldCom, guess who's attracting an inordinate amount of public scrutiny? A company that markets bedsheets and cooking tips, and isn't accused of doing anything wrong. But it should perhaps be no surprise that Martha Stewart Living Omnimedia's stock is plummeting. After all, its CEO and namesake is associated with doing something wrong -- albeit something unrelated to the company's operations. This clearly shows the downside of having the CEO's name on the door.

What's interesting is how...