Defining and Meeting the Demand for Agricultural Machinery in China: A Case Study of John Deere

Document Type

Article

Journal/Book Title/Conference

International Food and Agribusiness Management Review

Volume

13

Issue

3

Publication Date

2010

First Page

51

Last Page

74

Abstract

This paper examines the experience of a major American-based machinery manufacturer, Deere & Co. in China and how the changing structure of Chinese agriculture and government policy in China toward the machinery supply chain appear to offer evidence of a growing market for farm machinery in China. The findings of this research demonstrate the rapid change occurring in each of these areas as well as the features unique to the Chinese market. Any business that wants to expand into the Chinese agricultural machinery market must carefully consider the dynamics of these issues.

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