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(APCI) is a mid-sized company in the industrial gases and chemicals industry. In the 1990s, the industry was a mature market, highly competitive worldwide with excess manufacturing capacity and squeezing margins. APCI was the second in gases in the U.S., and the first or second in those international markets where the company chose to compete. APCI was not big enough to gain real economies of scale, but too large to be flexible as a small company. Facing these pressures, the company chose to combine creativity and technology to enable the businesses to compete with large companies.
During the 1990s, APCI had successfully implemented Project ICON to create global networks and Customera to provide competitive advantage through service differentiation...
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