Abstract

The case explains how adopting innovation as a strategic tool helped Harley Davidson (H-D) become a leading motorcycle and motorcycle accessories company. It provides an explanation of the concept of innovation, types of innovation, the innovation process and its applicability in the business context. Thereafter, the case covers H-D's history and talks of the product innovations that helped it become the leader in the US motorcycle industry. It also discusses the reasons for H-D losing its market share to foreign and domestic competitors. The case then focuses on how H-D innovated at various functional levels (marketing and customer relations, manufacturing, organization and new product development) to regain its leadership status. The case explains how all this was done using the concept of technological innovations not as an end by itself, but as the means to enhance the 'total customer experience.'

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• The concept of innovation, different types of innovation, and its applicability in the business context
• The evolution of H-D’s business and understand how innovations in product development are integral for sustained business growth.

Keywords

Adopting, strategic, tool, Harley Davidson, H-D, leading, motorcycle, motorcycle, accessories, concept, innovation, innovation, history, product innovations, US motorcycle, losing, market share, foreign, domestic competitors, functional levels, marketing, customer elations, manufacturing, organization, new product development, leadership, status, technological innovations, total customer experience