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Get Outside the Cage

In: Business and Management

Submitted By citadeldawg99
Words 2809
Pages 12
“Outside the Cage”: A Look at Harley-Davidson’s Culture
Clinton M. Colley
Shorter University
LDSP 6220: Organizational Culture and Politics
Dr. Craig Shull
February 18, 2013

“Four wheels move the body, two wheels move the soul” is an anonymous quote that carries significant meaning to motorcycle riders. Often times motorcycle enthusiasts can be heard telling someone that drives a car or a truck to “get out of the cage.” There is a sense of freedom and independence when riding a motorcycle. For thousands upon thousands of people around the world one name comes to mind when talking about motorcycles. That name is Harley-Davidson (H-D). Even to the “non-rider” the name Harley-Davidson is often the first brand thought of when motorcycles are mentioned. Sometimes the thoughts might conjure a thought of open plains and the wind whipping through your hair. Other times the thoughts might be more sinister like the Hells Angels or other violent motorcycle gangs. One thing is certain; the Harley-Davidson “bar & shield” logo is one of the most known logos across the United States and possibly the world. Harley-Davidson has not always had the success and customer loyalty that they have today. The success that H-D has recently enjoyed can be strongly tied to its service-minded attitude and almost cult-like customer base. This paper will take a closer look at the culture of Harley-Davidson by looking at the norms, beliefs, and values of Harley-Davidson as a company, some of its enthusiasts, and why H-D will continue to prosper for years and years to come. Organizational culture is a topic that many leaders in today’s business world are not able to define. Culture is defined by Merriam-Webster’s dictionary as “the set of shared attitudes, values, goals, and practices that characterizes an institution or organization” (Merriam-Webster, 2013). In essence,

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