Smith & Wesson Tries a Corporate Makeover

"'[This] company had been undermanaged and undermarketed for the last 10 to 15 years, at least,' [S&W CEO Michael] Golden said. 'Our research shows that it doesn't matter whether you're male or female, old or young, Democrat or Republican, like guns or don't like guns, the perception of the brand is extremely positive. That's what intrigued me...that this brand that everybody knows and everybody loves wasn't being utilized." Well, not everybody, Mr. Golden. And the S&W management's toadying for, and sucking up to, the anti-gun crowd during the past decade didn't help it that much, either; word to wise.