| Description |
1 online resource : illustrations |
| Series |
SAGE business cases |
| 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 |
| Bibliography |
Includes bibliographical references |
| Notes |
Description based on XML content |
| Subject |
Scanning systems -- India -- Marketing -- Case studies
|
|
Tomography, Emission -- Technological innovations -- Case studies
|
|
India.
|
| Genre/Form |
Case studies.
|
| Form |
Electronic book
|
| Author |
Malodia, Suresh, author
|
| ISBN |
9781529703887 |
|
1529703883 |
|
