Organizational power and culture shift at Ducati motorcycles. .

Omar, Maktoba and Porter, Marc (2007) Organizational power and culture shift at Ducati motorcycles. . Global Business and Organizational Excellence, 27 (1). pp. 20-27.

Full text not available from this repository. (Request a copy)


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.

Item Type: Article
Electronic ISSN: 1932-2062
Uncontrolled Keywords: Organizational change; Ducati Motorcycles; Strategic management; Manufacturing industry
University Divisions/Research Centres: The Business School > School of Marketing, Tourism and Languages
Dewey Decimal Subjects: 600 Technology > 650 Management & public relations > 658 General management
Library of Congress Subjects: H Social Sciences > HF Commerce
Item ID: 5042
Depositing User: Mr David Main
Date Deposited: 06 Mar 2012 09:39
Last Modified: 14 Mar 2013 16:36

Actions (login required)

View Item View Item

Edinburgh Napier University is a registered Scottish charity. Registration number SC018373