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Book Cover
Author Roese, Neal J., author

Title Harley-Davidson : chasing a new generation of customers / Neal J. Roese & Mohan Compella
Published [London] : SAGE, 2016
Online access available from:
Sage Business Cases    View Resource Record  


Description 1 online resource : illustrations (black and white, and colour)
Series SAGE knowledge. Cases
SAGE knowledge. Cases
Summary Although Harley-Davidson had a record sales year in 2006 - and had maintained a commanding share of the heavyweight motorcycle market for the previous decade - it had become obvious that the company needed to take new action to sustain its growth. This study examines Harley-Davidson's drive to find a new generation of riders and a more diverse customer base
Notes Originally Published in: Roese, N. J., & Compella, M. (2013). Harley-Davidson: Chasing a New Generation of Customers. 5-113-010. Evanston, IL: Kellogg School of Management, Northwestern University
Description based on online resource; title from home page (viewed on April 28, 2016)
Subject Harley-Davidson Incorporated.
Branding (Marketing) -- Case studies.
Brand name products -- Case studies.
Genre/Form Case studies.
Form Electronic book
Author Compella, Mohan, author
ISBN 9781473970052 (ebook)