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Discovery IQ by GE : launching super value PET/CT scanner /

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-m...

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Bibliographic Details
Main Authors: Jaiswal, Anand Kumar (Author), Malodia, Suresh (Author)
Format: eBook
Language:English
Published: London : Indian Institute of Management, Ahmedabad, 2018.
Series:SAGE business cases
Subjects:
Scanning systems > India > Marketing > Case studies.
Tomography, Emission > Technological innovations > Case studies.
Tomographie par émission > Innovations > Études de cas.
India.
Electronic books.
Case studies.
Online Access:Connect to the full text of this electronic book
Description
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.
Item Description: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.
Physical Description:1 online resource : illustrations.
Bibliography:Includes bibliographical references.
ISBN:9781529703887
1529703883