The Internet and motorcycle events are two of the best places to reach bike enthusiasts who ride other brands. If Harley can adapt these loops to non-customers they may be able to gain insight into how they can expand their potential market by reaching non-customers better.
Organizational learning can flow from strong feedback loops. Harley-Davidson has supported their brand with strong balancing and reinforcing feedback loops directed at existing customers. The techniques and technologies behind these loops can be applied to non-customers as well. This would represent a shift in thinking for the Harley-Davidson organization, which to this point has focused on existing customers. Such a move would require a shift in goals for Harley, but in the face of a strong but stagnant market share, such a goal shift is likely desirable.
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