Let抯 do another case in order to look differently at how the 揜ETOOL?heuristic can add value. Goodyear, an international maker and distributor of tires and other rubber products: An important market for Goodyear is the original equipment truck tire business. Their market in 1995 was 5.4 million commercial truck tires, many of which went to Navistar, a large maker of commercial trucks and agricultural equipment. Goodyear was one of three main suppliers of tires to Navistar, supplying 40 percent of their tires ($100 million per year). The other two companies were Bridgestone and Miche
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