Organizational power and culture shift at Ducati motorcycles.
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Omar, Maktoba; Porter, Marc

Abstract

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.

Citation

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
• DOI: https://doi.org/10.1002/joe.20181
• Keywords: Organizational change; Ducati Motorcycles; Strategic management; Manufacturing industry
• Public URL: http://researchrepository.napier.ac.uk/id/eprint/5042
• Publisher URL: http://dx.doi.org/10.1002/joe.20181