Greg Norman is transforming his business

Greg Norman started Great White Shark Enterprises three decades ago, it was a business that followed an identifiable professional athlete template: a great player, a big name, and an opportunity to leverage that name with consumers.  But now Norman is 61. Save for an improbable run at the 2008 British Open, where he finished third, he hasn’t been a competitive player in more than a decade. If Great White Shark Enterprises, with divisions for clothing, wine, and golf course design, depended on Norman’s name recognition as a golfer, he knew it would have only a limited shelf life.

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