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Harley-Davidson® Motor Company : bonding with the biker

Author: Stephanie Townsend; Laurence Beder
Publisher: [London] : SAGE, 2016.
Series: SAGE knowledge. Cases.
Edition/Format:   eBook : Document : EnglishView all editions and formats
Summary:
Since 1996, when international motorcycle manufacturer Harley-Davidson first established a presence in South Africa, the company had grown from only one dealership to seven independent dealerships in 2007. Although Harley owners were mostly male, five years previously, South African dealerships had been the first to act on a concerted global Harley strategy to penetrate the female market. The move had been  Read more...
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Details

Genre/Form: Electronic books
Case studies
Additional Physical Format: Print version:
Townsend, Stephanie.
Harley-Davidson® Motor Company.
[London] : SAGE, 2016
(OCoLC)1017720395
Material Type: Document, Internet resource
Document Type: Internet Resource, Computer File
All Authors / Contributors: Stephanie Townsend; Laurence Beder
ISBN: 9781473966413 1473966418
OCLC Number: 1100471296
Notes: Originally Published in: Townsend, S. & Beder, L. (2007). Harley-Davidsonr Motor Company: Bonding with the Biker. WBS 2007-3. Johannesburg: The Case Centre, Wits Business School.
Description: 1 online resource (1 online resource) : illustrations (black and white, and colour).
Series Title: SAGE knowledge. Cases.
Responsibility: Stephanie Townsend & Laurence Beder.

Abstract:

Since 1996, when international motorcycle manufacturer Harley-Davidson first established a presence in South Africa, the company had grown from only one dealership to seven independent dealerships in 2007. Although Harley owners were mostly male, five years previously, South African dealerships had been the first to act on a concerted global Harley strategy to penetrate the female market. The move had been successful, and there were now proportionally more female Harley owners in South Africa than in any other country. This case study discusses this topic.

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