Halo Effect

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The Halo Effect

Carolyn G. Fenley

MET AD610

Introduction to Business Continuity, Security and Risk Management

February 14, 2011

Abstract

This paper will serve to leverage independent research, lecture material and reading assignments gleaned from MET AD610, Introduction to Business Continuity, Security and Risk Management, to coalesce and demonstrate learnings relative to the ‘halo’ effect. The content crafted herein will focus on the business, Ivanka Trump (Fine Jewelry) Collection, to enfold fictional application of a new product: handcrafted, custom-engineered fine gloves tooled with architecture to allow for jewelry wear permeating the glove structure without impeding jewelry wear; and dually extend business offerings beyond the existing fine jewelry collection.

Introduction

This paper will synthesize independent research in compliment with lecture material and reading assignments gleaned from MET AD610 to coalesce and demonstrate learnings relative to the ‘halo’ effect. The nidus of this paper is the Ivanka Trump (Fine Jewelry) Collection and its fictional foray into handcrafted, custom-engineered fine gloves that accentuate and showcase fine jewelry without impeding jewelry wear. Discussion will enfold business strategy; risks; the ‘halo’ effect, defined as the “transfer of goodwill or positive feelings about one characteristic or a product or person to another, possibly unrelated, characteristics” (BusinessDictionary.com); and corollary ‘reverse halo’ effect.

As a springboard to this discussion, the background of Ivanka Trump is founded herein. “Ivanka Trump is the daughter of Donald Trump and his first wife, Ivana. Ivanka began modeling as a teen, her career helped along by the Trump name and by her mother’s own background as a model. She graduated from the University of Pennsylvania’s Wharton school with a bachelor’s degree in economics in 2004; the next year she joined the Trump Organization and became a vice...