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Running, reinvention and recycling

management of change

The Tiger effect

Phil Waterhouse looks at how the rise of Tiger Woods opened up new markets for golf

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Mark Twain reputedly commented that golf ‘was a good walk spoiled’. Given the financial rewards on offer in the game today, it could be said to be at least financially worthwhile.

The fall from grace of Tiger Woods has been well documented in the last few years. However, what can sometimes be forgotten is the way that he revolutionised the game of golf and turned it into the multi-billion-dollar industry it is today. While charismatic figures such as Arnold Palmer and Seve Ballesteros had a huge impact on the way golf was perceived in the 1960s and 1980s, it was Woods who really opened up the game to a whole new demographic.

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Running, reinvention and recycling

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