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 2019, Deere and Company, known to most as John Deere, controlled approximately 31.5 percent of global market share.1 The second largest firm in the world in terms of farm machinery industry market share, in 2019, was CNH Industrial, more commonly known as Case New Holland (CNH), with over 15 percent.2 In third place in 2019 was AGCO with approximately 7.6 percent of world market share.3 These three U.S.-based full-line manufacturers, another Big Three, ...

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