Product details

Share this page:
Please find below the full details of the product you clicked a link to view.
Thumbnail image for IMD-5-0800
Prize winner
Subject category: Marketing
Published by:
IMD (2014)
Version:
14.10.2014
Length:
9 pages
Data source:
Field research

Abstract

This three-part case series examines the marketing challenge encountered by a leading medical technology manufacturer, General Electric (GE) Healthcare - a division of General Electric Company - in India. It follows the development of Lullaby Warmer Prime, an infant warmer that was designed, manufactured and commercialized by the Maternal Infant Care (MIC) division of GE Healthcare India from 2011 to 2014. The case series, together with a PowerPoint slide deck and video link, assesses the main issues that business-to-business (B2B) companies face in their efforts to create and capture value in emerging markets. Case A sets the scene by describing the problem of infant mortality, India’s healthcare system and the unique challenges in serving what we refer to as low-resource business customers. It culminates with the realization that there is a tremendous market opportunity, which GE Healthcare decided to exploit. The case also provides an overview of the recent history of GE Healthcare India and its 'low-cost, high-value' innovation strategy for developing countries. Case B addresses GE’s novel approach to product innovation. In creating a new infant warmer for low-resource business customers, GE decided to employ original and unconventional principles for product design and development. Case C discusses how GE adopted fast commercial prototyping in order to diffuse its innovation in India and other emerging markets. Capturing value is the second and biggest hurdle. This case has been featured on our website, click to view the article.

Topics

Marketing; Business-to-business marketing; Emerging market; Prototyping; Product innovation; Business model innovation; Low-resource business customer
Location:
Size:
USD 18.3 billion in 2014
Other setting(s):
2011-2014

Access this item

casecent.re/p/128356
View our pricing guide
or to see prices.

Awards, prizes & competitions

2016 - The Case Centre Awards - Outstanding Case Writer: Hot Topic Competition winner

Reviews & usage