INSEAD the business school for the world

Selected Case

published: 29 Mar 2011
  • Research Area: Strategy
  • Industry: Healthcare
  • Region: Asia

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.

Pedagogical 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