Publications

June 2001 (Revised March 2002)
Case

Ducati

Focuses on the turnaround and strategic repositioning of Ducati, an Italian maker of high-end sport motorcycles, and describes the current concerns with the growth prospects of the company. Federico Minoli, the CEO and strategic mind behind the turnaround, knew that... View Details

Keywords: Growth and Development Strategy; Competitive Strategy; Product Positioning; Management Teams; Brands and Branding; Motorcycle Industry

September 1983
Case

Harley-Davidson: Marketing Strategy for Motorcycles--1977

Incorporates material on AMF, Harley-Davidson's parent company. This information is designed to permit analysis of Harley-Davidson in the context of AMF's corporate strategy and overall business portfolio. A rewritten version of two earlier cases. View Details

Keywords: Marketing Strategy; Corporate Strategy; Motorcycle Industry

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03 Mar 2003
Research & Ideas

The Basics of Consumer Marketing in Asia

companies failed in China in the mid-1990s." Chen, who worked with QianJiang Motorcycle among many other companies, pointed out that of the five top-selling motorcycle brands in China in 1997, only two... View Details

Keywords: by Julie Jette

Portrait Project

Janice Lin

nothing but a career and a bank account. Instead, I will see all the oceans and travel to each continent. I'll sit with penguins in Antarctica and play with pandas in China. I'll ride a motorcycle through the winding mountain roads —... View Details

Portrait Project

Vaibhav Singh

got stuck in rough terrain. They taught me not to brake hard on corners and how to act if things went horribly wrong. No one ever cared if a CEO with a superbike was riding next to someone who bought a motorcycle because he could not... View Details

March 2006
Teaching Note

Harley-Davidson: Preparing for the Next Century (TN)

By: Richard L. Nolan and Suresh Kotha

Keywords: Motorcycle Industry

November 2000
Case

Building Brand Community on the Harley-Davidson Posse Ride (Multimedia Case)

Concerns the second Harley-Davidson Posse Ride, a grueling 2,300 mile, 10-day trek from South Padre Island, TX to the Canadian border that is billed "for serious riders only." Harley Owner's Group (H.O.G.) Director Mike Keefe must decide whether this rolling rally... View Details

Keywords: Customer Focus and Relationships; Brands and Branding; Motorcycle Industry

Portrait Project

Cristian van Tienhoven

restore a Porsche 356 speedster, motorcycle through Africa, refuse to accept mediocrity, laugh (a lot), climb Everest, learn yo-yo tricks (with both hands), never forget my p's and q's (please & thank you's), dance the tango in San... View Details

01 Mar 2009
News

Local Customs

ROGERS WITH CONCEPT CAR: “Technology has changed over the past 100 years. We no longer need to build cars the way Henry Ford once did.” Matthew West/Boston Herald Jay Rogers (MBA ’07), whose grandfather once owned the legendary Indian View Details

Keywords: Transportation Equipment Manufacturing; Manufacturing; Motor Vehicle and Parts Dealers; Retail Trade; Transportation

June 2013
Teaching Note

Investindustrial Exits Ducati

By: Francois Brochet

Keywords: Accounting; Motorcycle Industry; Europe

June 2005 (Revised August 2006)
Case

Ducati Corse

By: Francesca Gino and Andrew P. McAfee

Ducati Corse, the racing arm of Ducati Motorcycles, has entered the Moto GP circuit with a completely new bike. This bike was designed and tested using a great deal of information technology. After a very successful initial season, the Ducati Moto GP team sees... View Details

Keywords: Design; Business Strategy; Product Marketing; Information Technology; Performance Improvement; Change Management; Research and Development; Motorcycle Industry; Italy

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August 2000 (Revised November 2000)
Case

Building Brand Community on the Harley-Davidson Posse Ride

The second Harley-Davidson Posse Ride, a grueling 2,300 mile, 10-day trek from South Padre Island, Tex., to the Canadian Border is billed "for serious riders only." Harley Owner's Group (H.O.G.) Director Mike Keefe must decide whether this rolling rally deserves a... View Details

Keywords: Relationships; Customer Focus and Relationships; Brands and Branding; Motorcycle Industry; United States

December 1981
Case

U.S. Cycle

By: Hirotaka Takeuchi

Keywords: Motorcycle Industry; United States

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January 2017 (Revised November 2018)
Case

Navistar International: Competing Against PACCAR

By: Benjamin Esty, Eric Van den Steen and Jeffrey Boyar

In 2013, Navistar was in the midst of a deep crisis, having lost a third of its market share over the previous three years. Bill Kozek, the new president of Navistar North America Truck and Sales division needs to develop his division’s strategy as part of the... View Details

Keywords: Business Strategy; Alignment; Competitive Advantage; Segmentation; Motorcycle Industry; Motorcycle Industry

July 1999 (Revised October 2001)
Case

Corbin-Pacific

By: John A. Davis and Christina L. Darwall

Reviews the history of Mike Corbin's entrepreneurial career and describes in detail the successful organization he has created. Explores his management philosophy and leadership. Explores the usefulness of continuing family involvement in this business. View Details

Keywords: Entrepreneurship; Leadership Style; Business or Company Management; Management Practices and Processes; Management Teams; Success; Family Ownership; Business Strategy; Motorcycle Industry; Motorcycle Industry