The Perils of Celebrity Endorsements

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Wharton looks at the perils of celebrity endorsements.

"The perils of these endorsements are consistently underestimated," says Max Muhleman, a Charlotte, N.C., sports-marketing consultant. "It's easy to go too fast. The excitement of the moment at the peak of someone's celebrity tends to overwhelm any reservations about his or her character." In their haste to sign a hot athlete or celebrity, Muhleman says, companies often overlook past incidents that may portend future problems.

Business executives not thinking things through? Surely you must be joking. (I was going to start another blog called "Analytical Business," but I realized I would have very little to write about.)