2018 Guide to Effective Proxies

6 TH EDITION | GUIDE TO EFFECTIVE PROXIES 300 HOW WE’LL WIN INNOVATION EXCELLENCE Develop great products and services that anticipate and respond to the needs of consumers SALES & MARKETING EXCELLENCE Build the value of our brand, help our customers win in their markets, and become consumers’ preferred choice OPERATIONAL EXCELLENCE Relentlessly improve our quality and efficiency to deliver the right tire, to the right place, at the right time for the right cost Winning at the intersection is the key to success INNOVATIONEXCELLENCEDevelopgreatproductsandservicesthatanticipateandrespondtotheneedsofconsumersSALES&MARKETINGEXCELLENCEBuildthevalueofourbrand,helpourcustomerswinintheirmarkets,andbecomeconsumers’preferredchoiceOPERATIONALEXCELLENCERelentlesslyimproveourqualityandefficiencytodelivertherighttire,totherightplace,attherighttimefortherightcostWinningattheintersectionisthekeytosuccess GOODYEAR TIRE & RUBBER COMPANY