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Discovery IQ by GE : launching super value PET/CT scanner / Anand Kumar Jaiswal, Suresh Malodia.
- Format:
- Book
- Author/Creator:
- Jaiswal, Anand Kumar, author.
- Malodia, Suresh, author.
- Series:
- SAGE business cases.
- SAGE business cases
- Language:
- English
- Subjects (All):
- Scanning systems--India--Marketing--Case studies.
- Scanning systems.
- Tomography, Emission--Technological innovations--Case studies.
- Tomography, Emission.
- Technological innovations.
- Marketing.
- India.
- Genre:
- Case studies.
- Physical Description:
- 1 online resource : illustrations.
- Place of Publication:
- London : Indian Institute of Management, Ahmedabad, 2018.
- System Details:
- text file
- Summary:
- In 2014 GE Healthcare invented the Discovery IQ, a low cost PET/CT scanner. Although the technology was revolutionary and far cheaper than alternative machines, GE Healthcare still struggled to sell the machines to smaller Indian cities. The case follows Munish Makhija as he contemplates the go-to-market strategy for Discovery IQ with special focus on segmentation strategy and the underlying needs of various customer types.
- Notes:
- Originally Published InJaiswal, A. K., & Malodia, S. (2018). Discovery IQ by GE: Launching Super Value PET/CT Scanner. MAR0495. Ahmedabad, India: Indian Institute of Management, Ahmedabad.
- Description based on XML content.
- Includes bibliographical references.
- ISBN:
- 9781529703887
- 1529703883
- OCLC:
- 1228917098
- Access Restriction:
- Restricted for use by site license.
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