IMD awarded at “Business School Oscars”
Prof. Wolfgang Ulaga and Athanasios Kondis recognized for outstanding GE Healthcare India case
The winning case “GE Healthcare India: The Marketing Challenge of Low-Resource Customers” is based on their field research and follows the development of Lullaby Warmer Prime, an infant warmer that was designed, manufactured and commercialized by the Maternal Infant Care (MIC) division of GE Healthcare India.
The case series assesses the main issues that business-to-business (B2B) companies face in their efforts to create and capture value in emerging markets and provides key lessons for other manufacturers willing to serve what the authors refer to as low-resource customers.
“GE Healthcare India” was also presented in IMD’s In the Field series about business challenges abroad.
IMD congratulates Wolfgang and Athanasios for their outstanding research.
For more information about the 2016 awards, please click here.