Teerlink was the CEO of Harley Davidson Inc. he restructured the company's informal culture into a formal culture. This allowed people in the company to be more aware of company objectives and offered them a new style of training. It did this to achieve the same level of efficiency as its Japanese competitors. In an interview, Mr. Teerlink was asked what set Harley Davidson apart from its competitors and he responded by saying, “Harley-Davidson doesn't sell transportation, we sell transformation. We sell excitement, a lifestyle" (New York University). This was a good description of what Mr. Teerlink had planned for the company and how he would launch Harley-Davidson's international enterprise. He knew that the company had a niche in the heavyweight motorcycle industry market with its brand, so the company entered into licensing agreements. The company produced many items for the owners, such as T-shirts, jewelry, and leather goods, which they expanded in their international markets. In 1993, the company was able to acquire a 49% stake in the Buell Motorcycle Company. This allowed Harley-Davidson to build high-performance motorcycles, opening a new market for the