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How a 100-Year-Old Tire Company Pivoted to Rubber Plantations
This episode of The Pivot Podcast tells the story of Michelin—the French tire giant founded in 1889—and its unexpected pivot in the early 2000s into managing natural rubber plantations. While most investors saw a mature tire manufacturer facing commoditization, Michelin realized its core resource was becoming dangerously scarce. So it did something unprecedented for a tire company: it became one of the world's largest rubber growers, planting over 200,000 acres of rubber trees in Indonesia, Brazil, and Africa. Lucas breaks down how this vertical integration move, driven by a culture of…
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