May 13, 2011

Lord Sugar beaten by Apprentice assistant in Sage survey

by Jan Harris

Businessman Lord Alan Sugar was less popular than Karren Braby, his assistant in The Apprentice TV show, in a survey carried out by software company Sage UK.

In Sage’s monthly Omnibus survey of UK SMEs, just 13% of respondents said they would choose Lord Sugar as a business partner, while 18% said they would choose Karren Braby, who replaced Margaret Mountford as Lord Sugar’s assistant last year.

Peter Jones, of Dragons’ Den fame, was the most popular choice, with 35% of the vote.

Earlier this month Lord Sugar said that former head of Tesco, Sir Terry Leahy, and Marks & Spencer’s chief, Sir Stuart Rose, should be given the job of getting better deals for the UK.

He claimed that they could knock £1 billion of the UK’s shopping bill for
“everything from staples to nuclear missiles”.

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