In the Kathy Lee Gifford's case and as in many other cases, the issue faded and disappeared with time. .
On the other hand, there is steady increase in evidence that shows a corporation's "image" can become a competitive advantage when used as a tool of propaganda. This method of approach can in some circumstances be used to gain market advantages as it did for a local fast food chain in California. Jack in the Box was convicted of not entirely cooking their hamburgers, which in turn was infecting children with salmonella poisoning. Due to the conviction and the attention from the media, the fast food restaurant was put under strict regulation. In other words, the new enforcement of regulation was a safeguard against the consumption of salmonella. Many individuals saw this as a benefit and as a result wanted to eat at Jack in the Box. This can be a positive market advantage where a corporation gains the attention from negative issue but can in the long run gain a larger market. .
Other costs can arise through conflict with one's employees. The fact that a company is the focus of public criticism can have disastrous results for morale and job satisfaction within a corporation. In the long-term, this can lead to valuable employees looking for other work and leaving the corporation. This can be a detriment when a business is trying to establish itself as reliable, as employees are extremely valuable to a corporation; this alone is reason enough why unethical conduct cannot lie in a corporation's interests. The role of the corporation within the community can also reinforce an employee's behavior. A business that has been plagued with a negative reputation or considered to be "unethical" within the neighborhood could lower the morale of its employees. On the other hand, behavior that prompts customers to buy and motivates investors to purchase shares is looked upon with pleasure and pride can also reinforce employees' positive identification.