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In China, Add a Caterpillar To the Dog and Pony Show
By Jason Leow See Corrections & Amplifications below.
Word Count: 1,050 | Companies Featured in This Article: Caterpillar, Cummins
Beijing
Selling giant industrial machines in China sometimes feels to Mike Cai like living life in a traveling circus.
A marketer for Caterpillar Inc., Mr. Cai is working to crack the China market for earthmovers called wheel tractor-scrapers. Already a decades-old product in America, these dirt-scoopers, which weigh in at 38 tons, haven't made much headway in China, which still relies on the smaller "hex" -- industry jargon for hydraulic excavator -- and trucks on most construction sites.
To change that, Mr. Cai and his colleagues have eschewed traditional advertising techniques. Instead they've taken their show on the road, adopting ...
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