It's 1901 and a guy named Harley has an idea. Put an engine on a
bicycle. What? Outside his door, carts are still pulled by horses
and autos are a rare sight, for goodness' sake. It's 1908 and a
Harley-Davidson motorcycle sets a record by getting 188 miles to a
gallon of gas. It's 1909 and the company introduces something new
to its line: a V-Twin cylinder engine. Fast forward to the
twenty-first century, and the technical innovation hasn't stopped.
But there's a lot more than just choppers in the mix. Examples: The
Harley-Davidson racing team adds a seventeen-year-old girl to the
roster. 250,000 people help celebrate Harley's 100th anniversary in
Milwaukee, Wisconsin. And a museum devoted to the company's
products opens up. Clearly, this is a company unlike any other. How
did Harley do it? How did it go from making motorcycles to creating
a Harley experience that puts hundreds of thousands of people aged
sixteen to one hundred on the road traveling to events each year
where they can meet company officials and other Harley riders?
That's what this book is all about. Honda may match Harley-Davidson
for quality and perhaps innovation, but no one has matched the
company for its ability to create 'buzz marketing' and turn casual
riders into unofficial sales people. Harley-Davidson, it turns out,
isn't just in the motorcycle business. As its mission statement
points out, it's in the business of fulfilling dreams. As author
Missy Scott shows, Harley-Davidson is a rare company in other ways:
Its loyal workforce, for one thing, is guided by principles like
trust and respect for the individual. For another, the company has
made a superb effort to keep jobs in the U.S., when it would be far
cheaper and easier to use offshore labor. Teetering on the brink of
bankruptcy in the early 1980s, Harley has roared back to capture
the hearts of riders the world over, including the million-plus
members of the Harley Owners Group (members are known, naturally,
as HOGs). This book: -Explains the importance of the company and
the essential disruptions that changed business forever. -Details
Harley's origins and history. -Presents biographies of the founders
and the historical context in which they launched the company.
-Explains Harley's strategies and innovations. -Assesses Harley's
impact on society, technology, processes, and work methods.
-Details financial results over the years. -Predicts Harley's
future prospects and successes. In addition, Scott offers special
features that include a look at the colorful people associated with
Harley, interesting trivia, a Harley-Davidson time line, a focus on
products, a look at how the company treats its workers, what its
detractors have to say, and where the company is headed.
Harley-Davidson-a company that changed, and is changing, the world.
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