copyright ©2009 pearson education, inc. publishing as prentice hall 4-1 augusta national golf club:...

Copyright ©2009 Pearson Education, Inc. Publishing as Prentice Hall

4-1

Augusta National Golf Club: Membership for

Women or Staying the Course


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Augusta National Golf Club

• History

• Membership

• 300 members

• By invitation only

• First African American in 1990

• Currently no female members


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The Masters Golf Tournament

• History

• One of the most prestigious

events in the world

• In 2002 - $5.5 million purse

$3.3 million to charity

•The Green Jacket


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April 2002

At the 2002 Masters in April,

Lloyd Ward comments to reporters

that the leaders at Augusta should admit a

female member and that they should do it soon.


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June 12

Martha Burk writes a

letter requesting that

Augusta open their

membership to women.


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July 9

A day after responding to Ms. Burk

with a personal letter, William Johnson

issues a press release saying Augusta will

not be “bullied, threatened or intimidated.”

He goes on to say that perhaps some day a

female will be admitted, but it will not be

“at the point of a bayonet.”


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July 30Ms. Burk sends letters to the C.E.O.’s of the television sponsorsand the commissioner of the PGA asking them to suspend theirsponsorship of the Masters Golf Tournament.

Sanford WeillCitigroup

Douglas DaftCoca-Cola

Samuel PalmisanoIBM

Mark LaNeveCadillac

Tim FinchemPGA

Richard WagonerGeneral Motors


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August 30

Mr. Johnson releases the

television sponsors from

their commitment to the

2003 tournament.


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September 18

Ms. Burk asks CBS to

suspend broadcasting

of the Masters.


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September 19

Sean McManus replies

that CBS intends to cover

the 2003 tournament.


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Columbia Broadcasting System

• Partnership with the Masters since 1956

• Unique relationship with the Masters

• 2002 fees for airing the Masters - $5 million

• Prestige more important than revenue


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The Sponsors


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The Professional Golfers’ Association

• Founded in 1916

• Largest sports organization in the world

• Conducts 40 annual tournaments

• Requires host clubs to have diversity policies

• The Masters is not an official PGA event


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The National Council of Women’s Organizations

• Oldest and largest coalition

• 160 member organizations

• 7 million women

• Goals

• Structure


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Martha Burk, Ph.D.

• Chair of the NCWO

• Moral issue, not a legal issue

• Initiated action after reading Lloyd Ward’s comments

• Methodical pursuit


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William “Hootie” Johnson

• Chairman of Augusta National Golf Club

• Recent actions are an enigma

• More African American members

• Civil Rights movement

• Darla Moore


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Early October

Augusta members break the “code of silence.”

Sanford Weill

Kenneth Chenault

Lloyd Ward


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November 12

The final word?

vs.


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Discussion Questions

• Should Augusta admit a female member? If so, when? How?

• Who are the key stakeholders other than those mentioned?

• Should the NCWO continue to press the issue? If so, how?

• What are the possible ramifications for both Augusta and the NCWO?

• What problems might prominent members of Augusta face?

• What other courses of action could have been pursued

by key individuals?


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Credits

A Notre Dame case study prepared by research assistants Andrew Nelson,

Ashish Singh, and Ray Swart under the direction of Professor J. S. O’Rourke,

IV.

Power Point to accompany Opportunities and Challenges of Workplace Diversity:

Theory, Cases, and Exercises by Kathryn A. Cañas and Harris Sondak.


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copyright ©2009 pearson education, inc. publishing as prentice hall 4-1 augusta national golf club:...

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revenue slide

course slide

green jacket slide

official pga event slide

women goals structure

female members