When entrepreneurs start a business, they often grapple with whether to use their name in their company’s name. It’s one of the most important and visible decisions they may make; it also seems a highly subjective one. So, should you do it? According to two recent research papers, the right answer may be: It depends. The two papers, one by academics at the University of Oklahoma and the other from Duke’s Fuqua School of Business come to opposite conclusions on how eponymous firms perform relative to those that use names other than their founders’.
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