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A Profile of the Farm Machinery Industry by Dawn M. Drake

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CHAPTER 3

Industry Organization and Competition

3.1 The Big Three U.S. Full-Line Manufacturers

In order to examine organization and competition in the farm machinery industry and how it shapes world agriculture, it is appropriate to begin with the largest and most influential firms in the world. In 2012, Deere and Company, known to most as John Deere, controlled approximately 46% of global market share.1 The second largest firm in the world, in terms of farm machinery industry market share, in 2012, was Case New Holland with almost 12%.2 In third place in 2012 was AGCO with approximately 4% of world market share.3 These three U.S.-based full-line manufacturers, another “Big Three,” comparable to the U.S. automaker triumvirate of General Motors, ...

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