According to the Change Competency: "Harley-Davidson," company president Richard Teerlink changed the organization's culture by

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According to the Change Competency: "Harley-Davidson" article, Richard Teerlink changed the organization's culture by changing the image from just selling motorcycles to selling a lifestyle. This involved shifting the focus from product-driven to customer-driven, and creating a sense of community and belonging for Harley-Davidson customers. While changing top management, the reward system, and internal promotion procedures may have played a role in the overall change process, the article specifically highlights the image shift as the main cultural change at Harley-Davidson.

According to the Change Competency: "Harley-Davidson," Company President Richard Teerlink