Abstract: Callaway has long been the leading seller of women's golf equipment, but it wanted to expand its lead in this growing sector of the golf market. To do that the company figured it couldn't settle for an attitude of "OK, let's paint it pink, cut the shaft down by an inch and a half, put a woman's grip on it, and we have a woman's club." While the technical people at Callaway knew what could be done with the design of a golf club, they didn't know exactly what women needed and wanted in their clubs.
Published: Wall Street Journal, June 23, 2008
Authors: Timothy J. Carroll