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Strategic Supply Management by Robert Trent

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UNDERSTANDING STRATEGIC SUPPLY MANAGEMENT

Imagine being called a hog—and liking it! That’s exactly how the owners of Harley-Davidson motorcycles feel about the company and its bikes. But this feeling was severely tested during the 1980s and 90s. As with many once-proud brands, Harley-Davidson sold products that no longer met the standards of demanding customers. Global competitors entered Harley’s markets with high-quality and innovative products, and like too many other U.S. manufacturers, the brand lost its luster.1

Today, Harley-Davidson again stands tall. In its analysis of the world’s best brands, BusinessWeek said the company is “still ...

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