Twenty years ago, it seemed a safe bet that either a U.S. or a German producer of bias-belted tires would become the world leader in the global tire market. Instead, Michelin, a French company that produces radial tires, has won the honor. What accounts for the fact that Michelin grew while the former market leaders lost their market share? What questions should U.S. tire companies have asked themselves 20 years back? If you were to do market research then (20 years back), what are the two methods (any) of data collection, you would have employed? Why?