Dominican University Harley Davidson Growth Challenges Ahead Case Study 5.
• This case gives an opportunity to examine a company’s sources of differentiation advantage. It also
demonstrates that differentiators cannot completely ignore costs without experiencing serious
• This case also illustrates how competitors can start at the low end of the market and then move
upmarket (as Honda did with both motorcycles and cars). It also illustrates how difficult it can be to
replicate sources of differentiation in new markets (geographic and demographic) when those sources
are largely emotional (country-specific) and not functional (e.g., Harley has had a difficult time replicating
its differentiation advantage with women and in international markets).
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