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Organizational power and culture shift at Ducati motorcycles.

Omar, Maktoba; Porter, Marc


Maktoba Omar

Marc Porter


In this research into corporate culture at Ducati Motorcycles, Spa., the qualitative approach was used based on Johnson's theory of corporate culture, relying on structured and unstructured interviews followed up by participant observation. Corporate culture was used as a strategic tool in changing the Ducati corporate mindset. The results show that the recognition and alteration of corporate culture played a large role in the successful implementation of a new corporate strategy. The Ducati strategic initiative focused on repositioning Ducati from a traditional Italian motorcycle manufacturer to a global marketing company.


Omar, M., & Porter, M. (2007). Organizational power and culture shift at Ducati motorcycles.
. Global Business and Organizational Excellence, 27, 20-27. doi:10.1002/joe.20181

Journal Article Type Article
Publication Date 2007
Deposit Date Mar 6, 2012
Print ISSN 1932-2054
Electronic ISSN 1932-2062
Publisher Wiley
Peer Reviewed Peer Reviewed
Volume 27
Pages 20-27
Keywords Organizational change; Ducati Motorcycles; Strategic management; Manufacturing industry
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