The GE way on e-Business*



Case Code : CLBS037
Publication date : 2004
Subject : Business Strategy
Industry : Diversified
Length : 03 Pages
Price : Rs. 50

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Key words:

General Electric (GE), e-Business strategy, Jack Welch, Destroy your Business (DYB), WebMD, iCenter, e-enabling, cross-functional team, organization structure.

* This caselet is intended for use only in class discussions.
** More comprehensive case studies are priced at Rs.200 to Rs.700 (US $5 to US $16) per copy.


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The caselet deals with the how GE is using information technology to adapt itself to the changing business environment. The caselet also describes how Jack Welch set personal examples in driving change at GE. The caselet also comments on the analysis done by the employees to assess the strengths and weakness of the company and also about the activities undertaken by GE to take its employees into confidence.


  Implementing an e-Business strategy in an organization.
  The necessity of taking employees into confidence while going for a change initiative.
  Role of top management in helping the organization to adapt to changes in the business environment.


To successfully implement its e-business strategy, GE had to deal with some cultural issues. It had to ensure smooth operations and build good relationships with customers. GE had traditionally maintained a large salesforce.

With the introduction of the new e-business strategy, the salesforce felt threatened. The salespeople felt that by teaching customers how to use GEs websites to directly place orders, they might end up losing their jobs.

To overcome this problem, GE offered a bonus to salespeople who helped customers use GEs website to place orders. The members of the sales force were also educated about how the Internet would benefit them as well as customers....

Questions for Discussion:

1. To successfully implement its e-business strategy, GE had to deal with some cultural issues. How did GE manage to do it successfully?

2. What is project DYB? How was this project executed at General Electric?