CHAPTER
11
UNITED RENTALS
Asset Sharing Done Right
Some companies start with a natural advantage, a breakthrough product, patent, or niche that drives abnormally large profits. Their success lasts for a while, until competition rises. Mature industrial companies are well past that stage, playing in a global marketplace where competition is widespread and ingrained. Such firms do spend on products and innovation, but more often they win and grow by focusing on operations. We’ve chosen an extreme example in this chapter to show a path to success after innovation has been commoditized.
Rental equipment is an industry in which ...
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