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Prize winner
Authors: Jasjit Singh
Published by: INSEAD
Originally published in: 2011
Version: 04.2014
Revision date: 08-May-2014

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.

Time period

The events covered by this case took place in 2010.

Geographical setting

Region:
World/global
Country:
India

Featured company

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

About

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.

Settings

Time period

The events covered by this case took place in 2010.

Geographical setting

Region:
World/global
Country:
India

Featured company

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

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