GE Healthcare (parts A & B)
© 2011 INSEAD Case Study
Also available: Teaching Note
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 (B) case discusses an ethical dilemma in selling compact ultrasound devices in 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. The (B) case can be used to discuss ethical dilemmas that may arise in targeting BOP markets.