The management of Harley-Davidson focuses on making the firm’s product ‘cult’ using a branding point of view to stress on consumer behavior. Researchers and scholars analyze the cult brands from a marketing perspective with an emphasis on advertising and integrated marketing communication. The benefits of the cult brand in the strategic management of the firm accord it numerous benefits such as penetration of overseas market and improved marketing implications. The management applies risky strategies such as premium positioning that uses the equity to fund its project other than using debt capital. Agnihotri (2013) introduces the strategic fit concept Continue reading...