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NOV 2006

Steering Deere Clear of "Commodity Hell"

Chief Executive Robert Lane says investment in a new breed of GPS-guided machinery will keep the company—and profits—on the cutting edge

BusinessWeek, November 22, 2006 — Deere & Co. was founded on innovation. The maker of agriculture, construction, and grounds-keeping equipment opened in 1837 when John Deere, a Vermont blacksmith who had resettled in Illinois, came up with a breakthrough product: a steel plow that, unlike earlier iron models, could slice through the rich soil of America's prairies.

Category: Innovation
Tags: Deere, Growth

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