Organizational Power and Culture Shift at Ducati Motorcycles

Maktoba Omar, Marc Porter

Research output: Contribution to journalArticlepeer-review

1 Citation (Scopus)


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.
Original languageEnglish
Pages (from-to)20-27
Number of pages8
JournalGlobal Business and Organizational Excellence
Issue number1
Publication statusPublished - 2007


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