Just like their retail partners, consumer brand name manufacturers have discovered the power of the Internet in selling direct to consumers. For manufacturers, though, the Internet has not been an unalloyed opportunity. Manufacturers who were early to take their products direct to consumers got slapped down by irate retailers who feared that they would be cut out of the process. Since then, manufacturers have cast about for ways to harness consumers' desire to shop online yet keep up good relations with their retailers. Sporting goods and apparel manufacturer Callaway Golf has crafted a strategy that allows both itself and its retail partners to sell merchandise online. Consumers who come to Shop.CallawayGolf.com can choose their merchandise and check out just like they do at any site. But at Callaway, orders are fulfilled by local retailers. In the 24 hours after Callaway announced its partnership program to retailers, more than 300 stores signed up to participate. At the same time, Callaway itself continues to sell and fulfill orders for pre-owned golf equipment at CalawayGolfPreowned.com. David Schofman, CEO of Callaway Golf Interactive, will explain the thinking that went into the company's web strategy, the benefits that Callaway and its retailers have derived from the joint efforts and how the Internet now becomes a major force for both Callaway and its retail partners.