Harnessing Harleys Iconic Legacy: Strategic Resources and Capabilities

Name Professor Course Code Date Module 2 Exercise 2 Task 1: List all of Harley-Davidson’s strategic RESOURCES that you can identify from the case. There are over ten…. can you identify them all… Worldwide reputation as an iconic lifestyle brand. Unique design consistent for over 100 years and its Recognition capacity by sight and sound. Iconic brand logo Patents and design trademarks Manufacturing facilities include four in the United States and others in Brazil, Thailand, India, and Australia. Parts, accessories, and apparel represent over 20% of the firm’s revenue Merchandise revenue- licensing operations through which thousands of third-party manufacturers contract to pay royalties on selling a wide range of clothing, collectibles, and other general merchandise. New technology- Recent product development focused on electric on-road motorcycles and models featuring sleek, performance designs rather than the traditional super-heavy, large-engine cruiser and touring models. Positive internal culture and a valuable image for product and lifestyle. 1,500 franchise dealerships Harley-Davidson University and Re