BUSINESS ABROAD: Zigzag to Success

Every U.S. housewife who ever tried to make a dress on an old-fashioned sewing machine knows how much trouble it was to finish it by hand, i.e., sew on buttons, work buttonholes, etc. It was not until Italy's Necchi Sewing Machine Co. invaded the U.S. market in 1948 that these problems were solved. Necchi made all these tricks possible—without special attachments—by a needle that zigzagged as it sewed. As a result, Necchi (rhymes with Becky) sold its machines so fast that the company now has more than 5% of the U.S. market.

Last week Necchi served notice that it is bidding...

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