Despite thin profit margins and the big expense, American Chief Executive Gerard Arpey believes the project is crucial.

FORBES: Magazine Article

Deere's chairman and chief executive is Hans Becherer, 63, a thin, patrician-looking former Goldman, Sachs investment banker who has been with Deere for 30 years.

FORBES: Bucking the downtrend

Of course, Lars Nyberg, the thin, deliberate Swede who is NCR's 46- year-old chief executive, knows you can't live on past glory.

FORBES: Too little and probably too late