‘Much ado about nothing?’ or ‘Can you hear the grinding of axes?’

Abstract

Spotlights Honda Motor Co. of Japan's spectacular subsidiary operation of motorbikes in the USA, forcing Harley‐Davidson into a niche market. Shows how Honda's flexibility (smaller‐sized bikes at first and progressively introducing bigger and bigger bikes), led to domination of the total US market, to Harley‐Davidson's surprise. Uses highlighted boxes to expound various lessons learned.

Citation

Kippenberger, T. and Gould, B. (1998), "‘Much ado about nothing?’ or ‘Can you hear the grinding of axes?’", The Antidote, Vol. 3 No. 6, pp. 6-10. https://doi.org/10.1108/EUM0000000006580