How important are the firm’s use of H.O.G activities and functions to attract new customers

(not just engage current customers)? Develop a new face-to-face activity to specifically appeal to potential new female customers.

Harley-Davidson has been in the motorcycle business since 1903. According to the company’s website, its mission is “. . . in fulfilling dreams and providing extraordinary customer experiences through mutually beneficial relationships with our stakeholders.” This video case examines how Harley-Davison uses companysponsored activities to deepen relationships with customers.