Date of Award

Spring 2011

Degree Type

Professional Project

Degree Name

Master of Science (MS)


College of Professional Studies


This study explored the extent to which the stated corporate values are enacted by leaders at Harley-Davidson Motor Company. The participants were chosen by a criterion based sampling method. The criterion used included the researcher’s personal subjective perceptions of the participant, tenure within the company, and level within the company. The study provided insight into employee perceptions related to leadership’s engagement with the values. It also provided insights into the relative engagement levels between immediate supervisors and higher level supervisors based on the stated corporate values. All of the participants had both positive and negative perceptions of leadership at all levels. Leaders engaged best with the values “tell the truth”. In general, neither leadership level was perceived to be inspirational relative to the values. The most compelling conclusion that was drawn from this study is that employees do not generally regard leadership as “completely” engaged with the Motor Company values.