Harley Davidson [electronic resource] : an overreliance on aging baby boomers / Alan N. Hoffman, Natalia Gold
- Hoffman, Alan N. (Alan Nathan), 1954-
- London : Rotterdam School of Management, Erasmus University, 2014.
- Physical Description:
- 1 online resource : illustrations
- Additional Creators:
- Gold, Natalia
- SAGE Knowledge. Cases
- Restrictions on Access:
- License restrictions may limit access.
- At Harley Davidson, customers not only purchased a motorcycle, they bought the "rebel" lifestyle Harley signified. This rebel image took a long time to develop and constituted a major competitive advantage for Harley. Nothing promised the same excitement as being on the open road on a Harley, its engine roaring, the wind whipping, the great open spaces of America just down the road. Harley Davidson specifically targeted a narrowly defined market of middle-aged males with disposable income. However, as US baby boomers got older, the company recognized that it had to look to new markets and demographics to expand sales.
- 9781526429186 (ebook)
- Originally published in Hoffman, A. N., & Gold, N. (2014). Harley Davidson: An overreliance on aging baby boomers. Rotterdam, Netherlands: Rotterdam School of Management, Erasmus University.
- Bibliography Note:
- Includes bibliographical references and index.
View MARC record | catkey: 31196586