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GE Healthcare (A): Innovating for Emerging Markets

Published 29 Mar 2011
Reference 5776
Topic Strategy
Region Asia
Length 12 page(s)
Prizes & Awards

Winner of Case Centre Awards 2014


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.

Teaching objectives

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

  • Strategic Innovation
  • Emerging Markets
  • Bottom of the Pyramid
  • Value Innovation
  • Blue Ocean Strategy
  • Multinational Strategy
  • Global Strategy
  • India
  • RD0311
  • AR1011
  • AR2011
  • HMI
  • Emerging Markets
  • HMI
  • Business Science