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Prize winner
Subject category: Marketing
Published by:
Institute for Management Development (IMD) (2014)
9 pages
Data source:
Field research


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.

Teaching and learning

This item is suitable for postgraduate and executive education courses.


Marketing; Business-to-business marketing; Emerging market; Prototyping; Product innovation; Business model innovation; Low-resource business customer


The events covered by this item took place in 2011-2014.

Geographical setting


Featured company

Company name:
GE Healthcare
USD 18.3 Billion
Health care; Medical equipment

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

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