Agents of Change Versus Stewards of Tradition: The Controversial Case of the Augusta National

The ongoing debate in the popular media regarding the National Council of Women’s Organizations’ (NCWO) demand for women members at the prestigious Augusta National Golf Club (ANGC), host of the world-famous Masters Golf Tournament, is currently raging. Brief profiles of the NCWO and the ANGC including its membership and policies will be presented. Current and potential economic consequences will be delineated surrounding this controversy regarding the impact on the ANGC, the surrounding community, and charitable organizations. Further, possible image ramifications will be discussed. Reviews of the opposing positions relative to female membership will be presented, which will include both the rhetoric that divides and the common ground that connects the agents of change (AC) and the stewards of tradition (ST). Additionally, consumer behavior and marketing management concepts will be considered.