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When it comes to business, no one wants to settle for second best. Companies, almost by definition, are always trying to ensure that they are in front of their rivals in terms of market share, sales and brand recognition.

Despite often leading the pack in terms of technological innovations in the industry, Honda Motor Co., a 66-year-old automaker founded by Soichiro Honda, has always been overshadowed by its Japanese archrival, Toyota Motor Corp. So dominant is Toyota’s position in the market that its capitalization is almost three times larger than its nearest domestic competitor.

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