Corporate Culture and Marketing in the American Railway Locomotive Industry: American Locomotive and Electro-Motive Despond to Dieselization

Albert Churella

Business History Review, 1995, vol. 69, issue 2, 191-229

Abstract: By the 1930s, the American Locomotive Company (ALCo) and the Electromotive Company (EMC) controlled the diesel locomotive industry. Although ALCo enjoyed sound financial status, decades of experience in steam locomotive production, and close ties with its customers, it quickly lost ground to the newly established EMC. Electromotive's founder, Harold Hamilton, emphasized the importance of marketing, including post-sales support services, and his strategy helped Electromotive to surpass ALCo's diesel locomotive production by 1935. ALCo continued to neglect its marketing capabilities, and remained a poor second to Electromotive until it ceased production altogether in 1969. ALCo failed in large part because it could not modify its corporate culture, which was superbly equipped for steam locomotive production but ill-suited to the diesel locomotive industry.

Date: 1995
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