International Business: The New Realities, 5th Edition

Skillfully Challenge Emerging Market Competitors

As the opening case shows, the new global challengers have become formidable competitors. They possess many strengths including access to low-cost labor, skilled workforces, government support, and family conglomerates. For example, India’s Mahindra & Mahindra (www.mahindra.com) is capturing market share in the global farm equipment industry, which has been long dominated by admired names such as John Deere and Komatsu. Strong brands such as the Mahindra 5500, a powerful, high-quality tractor, sell for far less than competing models. Mahindra recently established its North American headquarters in the U.S. state of Michigan, a major industrial cluster in the automotive industry. A Mahindra dealership ...