Harley-Davidson: Internationalization in the Trump Era
(7 pages of text)
Case (Pub Mat)
In 2016 the chief executive officer (CEO) of Harley-Davidson Inc., the iconic U.S. manufacturer of motorcycles, was facing a constant decline in sales and stock price due to the company's dependence on a mature U.S. market and the natural attrition of its most loyal riders, who were ageing. In May 2017, the CEO needed to determine how to return his global company to growth amid a protectionist agenda and direct business interference from the White House. Should the company expand internationally or not?
This case is suitable for students at both the undergraduate and graduate levels, for use in business leadership seminars or for business courses that focus on global strategy, strategic management, and international marketing. After working through the case and assignment questions, students will be able to do the following:
- Define internationalization.
- Outline the implications of a firm's growth strategies.
- Evaluate the effects of foreign policies and leadership decisions on a firm's growth strategy.
- Assess the effects of changing industry dynamics and government policies on a firm.
- Understand the process of a firm's competitive actions, such as responding to a new government's foreign policy.
United States, Large, 2017
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