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Harley-Davidson : chasing a new generation of customers / Neal J. Roese & Mohan Compella.
SAGE knowledge Connect to full text Available online
View online- Format:
- Book
- Author/Creator:
- Roese, Neal J., author.
- Compella, Mohan, author.
- Series:
- SAGE knowledge. Cases.
- SAGE Knowledge. Cases.
- SAGE knowledge. Cases
- Language:
- English
- Subjects (All):
- Harley-Davidson Incorporated.
- Branding (Marketing)--Case studies.
- Branding (Marketing).
- Brand name products--Case studies.
- Brand name products.
- Genre:
- Case studies.
- Physical Description:
- 1 online resource : illustrations (black and white, and colour).
- Place of Publication:
- [London] : SAGE, 2016.
- System Details:
- text file
- 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.
- No ILL or scholarly sharing allowed.
- Description based on online resource; title from home page (viewed on April 28, 2016).
- ISBN:
- 9781473970052
- OCLC:
- 1017732213
- Access Restriction:
- Restricted for use by site license.
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