Read case study and answer following questions:
1. How was Lincoln able to grow and prosper for so long in such a difficult commodity industry that forced out other giants such as General Electric, Westinghouse, and BOC?
2. Given Lincoln Electric’s outstanding success in Cleveland operations, why did the internationalization thrust of the late 1980s and early 1990s fail? Why would Lincoln made such a big mistake in its strategy?
3. What is your evaluation of the company’s internationalization strategy under Tony Massaro’s leadership? Is it likely to be more successful than the previous offshore initiatives? If so, why?
