The Internet and motorcycle events are two of the best places to reach bike enthusiasts who ride other brands. If Harley can adapt these loops to non-customers they may be able to gain insight into how they can expand their potential market by reaching non-customers better.
Organizational learning can flow from strong feedback loops. Harley-Davidson has supported their brand with strong balancing and reinforcing feedback loops directed at existing customers. The techniques and technologies behind these loops can be applied to non-customers as well. This would represent a shift in thinking for the Harley-Davidson organization, which to this point has focused on existing customers. Such a move would require a shift in goals for Harley, but in the face of a strong but stagnant market share, such a goal shift is likely desirable.
Works Cited
Bellinger, Gene. (2004). The Way of Systems. Systems Thinking.org. Retrieved January 18, 2009 at http://www.systems-thinking.org/theWay/theWay.htm
Bellinger, Gene. (2004).
Archetypes. Systems Thinking.org. Retrieved January 18, 2009 at http://www.systems-thinking.org/arch/arch.htm
Hayes, Tom & Malone, Michael S. (2008). Marketing in the World of the Web. Wall Street Journal. Retrieved January 18, 2009 at http://online.wsj.com/article/SB122792310060465901.html
Funcheon, Taryn. (2008). Harley-Davidson Traveling Museum. Hot Bike. Retrieved January 18, 2009 at http://www.hotbikeweb.com/events/0805_hbkp_harley_davidson_museum/index.html
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