FROM PROTOTYPING TO STRATEGIC AFTER-SALES MANAGEMENT: INTEGRATING BRAZILIAN AGRICULTURAL MACHINERY INTO THE NORTH AMERICAN MARKET
The internationalization of agricultural machinery from emerging economies into mature markets, such as the United States, presents challenges that go far beyond technical and regulatory product compliance. This article presents a longitudinal case study of the entry of high-performance harvesting platforms manufactured in Brazil into the North American market, covering the period from 2013 to 2025. Based on the author’s practical experience as a Field Engineer and After-Sales Director, the paper describes how prototyping under real-world field conditions, combined with the systematic design of a scalable after-sales operation, was instrumental in transforming an incipient commercial presence—with only three machines historically tested— into a consolidated operation, responsible for the sale of over 300 units and the establishment of more than 20 partnerships with active dealers in over 25 U.S. states. The article organizes the analysis as follows: validation of field performance under different soil, crop, terrain, and climate conditions; design and implementation of after-sales structures that include technical support, parts logistics, warranty management, and training programs for authorized dealers; and integration of complementary American technologies, such as float sensor systems, into the service ecosystem. The results show that strategic after-sales management is as critical as the product’s technical quality for long-term success in highly competitive markets. The case offers practical lessons for manufacturers of agricultural capital goods seeking to internationalize their operations.
FROM PROTOTYPING TO STRATEGIC AFTER-SALES MANAGEMENT: INTEGRATING BRAZILIAN AGRICULTURAL MACHINERY INTO THE NORTH AMERICAN MARKET
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DOI: https://doi.org/10.22533/at.ed.0973632628051
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Palavras-chave: agricultural machinery; after-sales management; internationalization; field validation; harvesting platforms; North American market.
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Keywords: agricultural machinery; after-sales management; internationalization; field validation; harvesting platforms; North American market.
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Abstract:
The internationalization of agricultural machinery from emerging economies into mature markets, such as the United States, presents challenges that go far beyond technical and regulatory product compliance. This article presents a longitudinal case study of the entry of high-performance harvesting platforms manufactured in Brazil into the North American market, covering the period from 2013 to 2025. Based on the author’s practical experience as a Field Engineer and After-Sales Director, the paper describes how prototyping under real-world field conditions, combined with the systematic design of a scalable after-sales operation, was instrumental in transforming an incipient commercial presence—with only three machines historically tested— into a consolidated operation, responsible for the sale of over 300 units and the establishment of more than 20 partnerships with active dealers in over 25 U.S. states. The article organizes the analysis as follows: validation of field performance under different soil, crop, terrain, and climate conditions; design and implementation of after-sales structures that include technical support, parts logistics, warranty management, and training programs for authorized dealers; and integration of complementary American technologies, such as float sensor systems, into the service ecosystem. The results show that strategic after-sales management is as critical as the product’s technical quality for long-term success in highly competitive markets. The case offers practical lessons for manufacturers of agricultural capital goods seeking to internationalize their operations.
- THAWANN RAMOS CARDOSO
