Turnaround of Harley Davidson - cult brand or strategic fit approach?

Research output: Contribution to journalArticlepeer-review


Brand building has been studied from a marketing perspective for ages. Through this case study, we explain how Harley Davidson leveraged cult branding as a grand strategy and not a mere marketing strategy for its successful turnaround. Further, it is explained that it was fit amongst various human resources, operations, marketing, finance and distribution strategies with cult brand strategy, which made the turnaround of Harley Davidson successful. Our study hence throws light on the 'strategic fit' aspect between grand and functional strategies, an important criteria which is often overlooked, especially in turnaround management.

Original languageEnglish (US)
Pages (from-to)292-301
Number of pages10
JournalJournal of Strategic Marketing
Issue number3
StatePublished - 2013

All Science Journal Classification (ASJC) codes

  • Strategy and Management
  • Marketing


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