Case Study Analysis and Solutions

Case ID: 512039

Abstract:
Case Solution & Analysis for Healthymagination at GE Healthcare Systems by Vineet Kumar, V. Kasturi Rangan
Jeff Immelt, the CEO of GE, introduced a new innovation strategy named "healthymagination" in Spring 2009. With cost, quality, and access as its three pillars, healthymagination ensures a strong focus for new product introduction efforts all around GE. But will this focus enable GE to achieve and maintain market leadership across a healthcare market that is being buffeted by strong currents, including cost pressures, changes in chronic disease patterns, and rationalization of buyer behavior? Moreover, healthcare spending is also increasing in emerging economies, which could provide a strong growth engine for the future. Tom Gentile, the CEO of GE Healthcare Systems (GEHS), a key player in the Medical Imaging market, wonders how the innovation strategy might respond to these changes. GE has historically been a technology leader, selling the most advanced equipment to a variety of medical establishments. Will a complete shift to healthymagination allow GE to demonstrate strong organic growth through innovation, as Immelt had charged executives at GE?

Keywords:
Barriers to entry, Cause marketing, Collaborative innovation, Execution, Innovation, Multibranding, New product marketing, Patents, Product development, Healthymagination at GE Healthcare Systems Case Solution

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