Professional Documents
Culture Documents
I. September 2001 Jeff Immelt replaced Jack Welch as GE’s ninth CEO. The
following accrued six months later:
II. CEO Jeff Immelt repositioned the business portfolio from a Process-
Oriented company under the leadership of Jack Welch to a Marketing-
Oriented company
• R & D upgrades
• Market necessity
• Advance technology
• Launched in 2003
VI. Recommendation:
Which one of the three options given at the end of the case would you
recommend for the Hybrid Locomotive IB project? Explain
Option 1:
“The project as currently defined appeared to have very limited to short-to-
medium-term commercial viability, the business would commit to it as an IB
and continue to explore alternative ways to make it successful”.
GE Imagination Breakthroughs: The Evo Project
The Hybrid qualifies as a potential project under the organic growth process
with long term potential. The company invested three years in developing
the Hybrid. Putting the project on hold would be a financial waste for the
company. The project is considered Ecomagination because it provides fuel
efficiency, within emission regulations and runs on a solar battery. The
company should consider increasing consumer’s awareness and commercial
viability through new marketing strategies. GE should also request
government funding to assist with product development.