Coauthoring the Myth: Building an Iconic Brand with the Help of the Culture Industries and Populist Worlds

By:

Sign Up Now! Already a Member? Log In
You must be logged into Bookshare to access this title. Learn about membership options, or view our freely available titles.

Synopsis
The Harley-Davidson Company is everyone's favorite company turnaround story. But conventional explanations about Harley's path to success fail to acknowledge that the so-called Harley mystique is nothing other than the brand's identity myth, bolstered by the storytelling of two powerful coauthors: the populist world of outlaw bikers and the culture industries. What are the lessons to be drawn from Harley's brand myth?
Copyright:
2004

Book Details

Book Quality:
Publisher Quality
Publisher:
Harvard Business Publishing
Date of Addition:
Copyrighted By:
HBS Press
Adult content:
No
Language:
English
Has Image Descriptions:
No
Categories:
Nonfiction, Business and Finance
Submitted By:
Bookshare Staff
Usage Restrictions:
This is a copyrighted book.

Reviews

No Rating Yet