Case | HBS Case Collection | February 1977 (Revised December 1985)

Deere & Co.: Industrial Equipment Operations

by Benson P. Shapiro


Describes the pricing of Deere's crawler tractors used in a variety of construction and industrial applications. Includes a strategic, multimillion-dollar move into the large bulldozer market as well as the pricing of tractors, accessories, and parts.

Keywords: Machinery and Machining; Price; Brands and Branding; Market Entry and Exit; Manufacturing Industry; Agriculture and Agribusiness Industry; Construction Industry; United States;


Shapiro, Benson P. "Deere & Co.: Industrial Equipment Operations." Harvard Business School Case 577-112, February 1977. (Revised December 1985.)