Why did The Rouse Co. fall so readily into General Growth's hands when Simon Property Group and Westfield had to fight tooth and nail to try to take over Taubman Centers last year? The difference is in the makeup of Rouse's board of directors, says Merrill Lynch analyst Steve Sakwa. “While most publicly traded mall companies are controlled by the families who formed these companies, Rouse was run by corporate executives who did not have the same last name as James Rouse, the founder of the company.” In the Taubman case, several family members sat on the board, including CEO Robert Taubman.