TY - JOUR
T1 - Turnaround of Harley Davidson - cult brand or strategic fit approach?
AU - Agnihotri, Arpita
N1 - Copyright:
Copyright 2013 Elsevier B.V., All rights reserved.
PY - 2013
Y1 - 2013
N2 - 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.
AB - 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.
UR - http://www.scopus.com/inward/record.url?scp=84879661210&partnerID=8YFLogxK
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U2 - 10.1080/0965254X.2013.768689
DO - 10.1080/0965254X.2013.768689
M3 - Article
AN - SCOPUS:84879661210
VL - 21
SP - 292
EP - 301
JO - Journal of Strategic Marketing
JF - Journal of Strategic Marketing
SN - 0965-254X
IS - 3
ER -