Harley-Davidson: Chasing a New Generation of Customers

Kellogg School of Management Cases

ISSN: 2474-6568

Publication date: 20 January 2017


After analyzing the case, students should be able to:

  • Recommend marketing decisions for a brand with extremely high loyalty in light of various consumer behavior indicators gleaned from market research

  • Understand the power of leveraging existing assets as opposed to innovating new products

  • Understand the psychological basis of customer loyalty, including drivers and metrics of loyalty



Roese, N. and Kompella, M. (2017), "Harley-Davidson: Chasing a New Generation of Customers", Kellogg School of Management Cases. https://doi.org/10.1108/case.kellogg.2016.000147

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