Research Output

Organizational power and culture shift at Ducati motorcycles. .

  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.

  • Type:


  • Date:

    30 November 2006

  • Publication Status:


  • Publisher

    Wiley Online Library

  • DOI:


  • ISSN:


  • Library of Congress:

    HF Commerce

  • Dewey Decimal Classification:

    658 General management


Omar, M. & Porter, M. (2006). Organizational power and culture shift at Ducati motorcycles. . Global Business and Organizational Excellence. 27, 20-27. doi:10.1002/joe.20181. ISSN 1932-2054



Organizational change; Ducati Motorcycles; Strategic management; Manufacturing industry

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