INSEAD the business school for the world

Selected Case

published: 29 Mar 2011, revised: 24 Mar 2014, 8 Pages
  • Research Area: Strategy
  • Industry: Healthcare
  • Region: Asia

Abstract:
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

Keywords:
Strategic Innovation, Emerging Markets, Bottom of the Pyramid, Value Innovation, Blue Ocean Strategy, Multinational Strategy, Global Strategy, India

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