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Essay heading: Glf
 
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Issue: Business
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Date added: April 11, 2000
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No of pages / words: 6 / 1637
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Part of this success had stemmed from its continued ability to deliver new, innovative golf equipment at regular intervals since its introduction of the Big Bertha in 1992. In the preceding five years it had introduced the Great Big Bertha Drivers, the Great Big Bertha Fairway Woods, Big Bertha War Bird Metal Woods, and Big Bertha irons, most of which had been extremely successful with consumers...
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It continued to spend heavily on R&D, increasing expenses to $30 million in 1997 as compared to $16 million in 1996. In addition to its investments in R&D, Callaway had spent considerable effort in marketing and branding its image as a firm that was up- market yet accessible to ?amateur' golfers, helping to deepen its penetration in the market for woods and expand into the market for irons...
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