2000, Sherman Weathers, Brand Manager of the Acushnet Company’s Titleist brand,2 reviewed an important and interesting proposal from retail giant, K-Mart. Acushnet sold golf balls, golf clubs, and related items (e.g., caps, visors, gloves) under the Titleist brand. There were two other Acushnet brands, FootJoy and Pinnacle. Both of these brands were also associated with golf merchandise. The FootJoy brand specialized in golf shoes, gloves, and outerwear. The Pinnacle brand was associated solely with…
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