Harley's community strategy was also
supported by a radical organizational
redesign. Functional silos were replaced
with senior leadership teams sharing
decision-making responsibility across
three imperatives: Create Demand, Pmduce
Product, and Provide Support. Further,
the company established a standalone
organization reporting directly
to the president to formalize and nurture
the company-community relationship
through the Harley Owners Group (H.O.G.) membership club. As
a result of this organizational structure,
community-building activities
were treated not solely as marketing
expenses but as companywide, COObacked
investments in the success of
the business model.