What it takes to love a corporation

There will be a debate among strategists and entrepreneurs about whether Tata Sons has been wise to acquire Air India

Ideally, corporations should be run so that they acquire respect as well as love from stakeholders. Loving a corporation is not personal; it can be emotional, not necessarily of the physical or familial kind that we have for a family member or a pet.

For example, we connect emotionally with sports people. Rafael Nadal, Roger Federer, and Novak Djokovic have all won a record-breaking 20 Grand Slams in tennis, eliciting great admiration. Two of them, however, also arouse a warm emotional response from fans. When Nadal became the first-ever winner of 21 Grand Slams, Federer posted, “To my heartfelt friend and