Case Name :      General Electric Appliances, 2002

Authors :           U. Srinivasa Rangan, Jonathan Roche

Source:              Babson College

Case ID:             BAB046

Discipline :        Strategy

Case Length :    26 pages

Solution sample availability : YES

Plagiarism : NO (100% Original work)

Focuses on the key issue of how General Electric Appliances has dealt with the structural evolution of the industry between 1986 and 2001. In contrast to its competitors, it pursued a more financially driven, and less globally oriented, strategy and was perhaps more successful than its two rivals. The open question is how GE Appliances would fare in the future and what its senior managers should do.