000			02165pab a2200205 454500
008			140923b0 xxu||||| |||| 00| 0 eng d
040			_cWelingkar Institute of Management Development & Research, Mumbai _aWelingkar Institute of Management Development & Research, Mumbai
041			_aENG
082			_a _bGov
100			_aGovindarajan Vijay
245			_aHow GE is Disrupting Itself
250			_a10
260			_a _bOct 2009 _c0
300			_a32-41 Pp.
490			_v4
520			_aFor decades, General Electric and other industrialgoods manufacturers based in rich countries grew by developing high-end products at home and distributing them globally, with some adaptations to local conditions -- an approach known as glocalization. Now they must do an about-face and learn to bring low-end products created specifically for emerging markets into wealthy markets. That process, called reverse innovation, isn't easy to master. It requires a decentralized, localmarket focus that clashes with the centralized, product-focused structure that multinationals have evolved for glocalization. In this article, Immelt, GE's CEO, and Govindarajan and Trimble, of Dartmouth's Tuck School of Business, describe how GE has dealt with that challenge. An anomaly within the ultrasound unit of GE Healthcare provided the blueprint. Because China's poorly funded rural clinics couldn't afford the company's sophisticated ultrasound machines, a local team built a cheap, portable ultrasound out of a laptop equipped with special peripherals and software. It not only became a hit in China but jump-started growth in the developed world by pioneering applications for situations where portability is critical, such as at accident sites. The team succeeded because a top executive championed it and gave it unprecedented autonomy. GE has since set up more than a dozen similar operations in an effort to expand beyond the premium segments in developing countries -- and to preempt emerging giants from disrupting GE's sales at home.
650			_aMarket Disruption, Emerging Markets
856			_uhttp://192.168.6.13/libsuite/mm_files/Articles/AR11098.pdf
906			_a33418
999			_c30899 _d30899