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- Title
Heritage Design: the Harley-Davidson Motor Company.
- Authors
Stanfield, Peter
- Abstract
The article analyses the Harley-Davidson motorcycle from the Harley-Davidson Motor Co., and explains how the company has exploited its popular image in terms of product differentiation on both marketing and design front. The author contends that in the highly competitive motorcycle market, Harley-Davidson has managed successfully to turn the trick of differentiating its product through emphasizing its history, of which stresses its philosophy of permanence, of commitment and of doing what is right which stands in direct contrast to the bike-of-the-week mentality that pervades the motorcycle industry. The author adds that parallel to the company's foregrounding of its past is the promotion of its products as distinctively American.
- Subjects
HARLEY-Davidson motorcycle; HARLEY-Davidson Motor Co. Inc.; MOTORCYCLE design &; construction; MARKETING; BRAND differentiation; PRODUCT differentiation; BRAND identification; MOTORCYCLE industry; BUSINESS planning
- Publication
Journal of Design History, 1992, Vol 5, Issue 2, p141
- ISSN
0952-4649
- Publication type
Article
- DOI
10.1093/jdh/5.2.141