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Published by:
INSEAD (2011)
Version:
04.2014
Length:
13 pages
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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.
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Prizes won:
2014 - The Case Centre Awards - category winner
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