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Prize winner
Authors:
Published by:
INSEAD (2011)
Version:
04.2014
Revision date:
08-May-2014
Length:
13 pages
Data source:
Published sources

Abstract

This is part of a case series. The (A) case describes how GE Healthcare developed an ECG device optimized for low-income mass markets in India. It also discusses the organizational changes GE made to better serve the Bottom of Pyramid (BOP) markets. The (A) case is designed for teaching one or more of the following: 1. Strategic innovation (Blue Ocean Strategy) 2. Business models for bottom of pyramid (BOP) markets 3. MNC strategy in emerging markets.

Teaching and learning

This item is suitable for postgraduate and executive education courses.

Topics

Strategic innovation; Emerging markets; Bottom of the pyramid; Value innovation; Blue Ocean Strategy; Multinational strategy; Global strategy; India

Setting

The events covered by this item took place in 2010.

Geographical setting

Region:
World/global
Country:
India

Featured company

Company name:
GE Healthcare
Employees:
10000+
Turnover:
USD 17 billion
Industry:
Health care

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Awards, prizes & competitions

2014 - The Case Centre Awards - category winner

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