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Published by:
Ivey Publishing (2018)
Version:
2018-08-01
Length:
11 pages
Data source:
Published sources
Abstract:
In 2016 the chief executive officer (CEO) of Harley-Davidson Inc, the iconic US manufacturer of motorcycles, was facing a constant decline in sales and stock price due to the company's dependence on a mature US 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?
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