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Turnaround of Harley Davidson-cult brand or strategic fit approach? / created by Arpita Agnihotri

By: Material type: TextTextSeries: Journal of Strategic Marketing ; Volume 21 , number 3 ,Abington: Taylor and Francis 2013-Content type:
  • text
Media type:
  • unmediated
Carrier type:
  • volume
Subject(s): Online resources: Summary: Brand building has been studied from a marketing perspective for ages. Through this case study, we explain how Harley Davidson leveraged cult branding as a grand strategy and not a mere marketing strategy for its successful turnaround. Further, it is explained that it was fit amongst various human resources, operations, marketing, finance and distribution strategies with cult brand strategy, which made the turnaround of Harley Davidson successful. Our study hence throws light on the ‘strategic fit’ aspect between grand and functional strategies, an important criteria which is often overlooked, especially in turnaround management.
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Item type Current library Call number Vol info Status Notes Date due Barcode
Journal Article Journal Article Main Library - Special Collections HF5415.13J68 JOU (Browse shelf(Opens below)) Vol.21, No.3, pages 292-301 Not for loan For in-house use only

Brand building has been studied from a marketing perspective for ages. Through this case study, we explain how Harley Davidson leveraged cult branding as a grand strategy and not a mere marketing strategy for its successful turnaround. Further, it is explained that it was fit amongst various human resources, operations, marketing, finance and distribution strategies with cult brand strategy, which made the turnaround of Harley Davidson successful. Our study hence throws light on the ‘strategic fit’ aspect between grand and functional strategies, an important criteria which is often overlooked, especially in turnaround management.

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