During the second quarter of this year, Harley-Davidson, Inc. announced record revenue and earnings for its first quarter ended March 27, 2005. Revenue for the quarter increased by 6.0% compared to last year and Jim Ziemer, Chief Financial Officer and CEO claims that �the Company is on a strong footing, having achieved another record quarter" . After the research that produced the "Subcultures of Consumption" paper, Harley-Davidson Inc. has understood more clearly the process of customer�s identification with the brand and the product and has taken a more active role in the relationship the company has established with its customers. Consequently, Harley-Davidson started to cultivate �fierce customer loyalty, voluminous publicity, and highly useful customer feedback� that leads to considerably and continuing market growth. The "Subcultures of Consumption" paper by John Schouten and James McAlexander help the company to realize the marketing opportunities provided by the existing Harley-Davidson subcultures of consumption (HDSC) and the subsequent benefits offered by segmentation. Wi......

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