Premium Essay

General Electric Instructor Notes

In:

Submitted By erikprick
Words 1214
Pages 5
General Electric: Branding in Business to Business
Teaching Notes

Summary

This case focuses on the marketing and advertising efforts that have been done by General Electric throughout the years to build a corporate brand and establish a personal brand identity. Immelt- General Electric ninth CEO- has to decide on the direction of General Electric within the coming years. Immelt who has officially held the position of General Electric’s CEO few days before September 11, 2001 has been faced with a lot of challenges since day one. These challenges are mainly a struggling economy, rising fuel costs and global warming. The main issue at the current time is what other extensions or modifications to General Electric’s brand strategy could be done in order to maintain its position within the global market. Class discussion can revolve around the following questions that students should consider before class:

1. Discuss the importance of B2B marketing and a strong B2B brand. How does it differ from consumer marketing? 2. Did Jeff Immelt and Beth Comstock do the right thing by dropping “We Bring Good Things to Life” for “Imagination at Work”? Why or why not? 3. Has “Imagination at Work”, “Ecomagination”, and “Healthcare Re-Imagined” changed GE’s brand? If so, how? Is it a good change or not? 4. Can Immelt transform GE’s approach of innovation (risky, unknown areas like fuel cells, solar energy, hydrogen storage, and nanotechnology) versus past strategies of improvements of current technologies? 5. What should Henson do next for GE’s brand strategy?

Teaching Strategy

This case can generate and support discussion on a number of topics, e.g., B2B marketing, Building a corporate brand, establishing a brand identity, role of marketing campaigns in reflecting the company’s vision, etc. Specifically this is an excellent case for demonstrating,

Similar Documents

Premium Essay

Vocabulary on Edgar Allan Poe the Raven

...|Lesson Synopsis: | This unit develops an understanding of electrostatics by the use of demonstrations, simulations, and modeling. The general theme is that the current model of matter consisting of electrically neutral atoms composed of charged particles is integral to the understanding of electrical forces. The lesson begins with traditional activities of charging objects by friction and comparing electrostatic forces to magnetostatic forces. The traditional experiments are explained in terms of the model of an atom, and the “attract and repel force rules” are explored and expanded. Devices to create, store, and measure charge are utilized in experiments. The formal theory of Coulomb’s law is introduced, and problems are assigned utilizing that theory. Elements of the historical development of electrostatics and planetary model of the atom are researched, and students have an assignment describing contributions of historically important scientists. Additional concepts of electric fields, potential difference, and properties of conductors and insulators are developed through experiment, demonstration, and discussion. TEKS: |P.5 |The student knows the nature of forces in the physical world. The student is expected to: | |P.5A |Research and describe the historical development of...

Words: 7361 - Pages: 30

Premium Essay

On the Development of Comprehensive Information Security Policies for Organizations

...Annotated Bibliography Assignment 1 Gary L. Williams Information Assurance Research Literature RSC 830 January 20, 2015 Dr. Emily Darraj Annotated Bibliography Assignment 1 The purpose of this assignment is to examine the topic cybersecurity via an annotated bibliographic review of multiple dissertations. This assignment will work toward the identification of a future dissertation topic within this field and also towards the identification of research material in support of the final dissertation. The annotated bibliographic reviews contained within this paper will work to provide information that will support my future research and provide experience in garnering and explaining the salient tenants of research material. NOTE: This paper will not include proper APA formatting as citations have been bolded to ensure the professor can discern where citations begin and end. Curtis, S. K. (2012). Commitment to cybersecurity and information technology governance: A case study and leadership model. (Doctoral dissertation). Retrieved from the ProQuest dissertation and thesis database. (UMI No. 3569139) The problem as described by the author in this quantitative study is senior managers are not using web analytic technology (WAT) and there is a lack of literature describing why this is the case. The purpose of this study is to “examine how management consultants perceive WAT” (p. 22). This study has seven hypotheses. Unified theory of acceptance use of technology...

Words: 3359 - Pages: 14

Premium Essay

Operations Strategy

...Operations Strategy Operations Strategy PGP – Term 8, 2016 Overview: Operations is the ‘how’ we do things regarding of what function we work in an organization – Accounting, HR, IT, Marketing, Operations, R&D, Sales or Supply chain – and strategy is the general direction for aligning operations in the organization to its strategic objectives and within its context. All CEO surveys in recent years list among their top-5 concerns: how to grow revenues, how to make their organization more efficient, and how to lower costs. Achieving these is the remit of operations strategy. Overall we wish to figure out how we can achieve desired strategic objectives of an organization across multiple functions, and even across organizations through analysis –qualitative as well as quantitative – and managing change. Module Leaders: Professor ManMohan S. Sodhi Cass Business School City University London manmohan_sodhi@isb.edu Professor Haresh Gurnani School of Business Wake Forest University hgurnani.isb@gmail.com (Professor Sodhi will lead Sessions 1-5 and Professor Gurnani Sessions 6-10.) Course objective and content: The overall goal is to develop an understanding of how to determine the general direction to ensure that the decisions being made to improve or create operations are coherent, i.e., towards the same organizational objectives. We will refer to a framework (7V framework under development by Professor Sodhi) as a lens for viewing and re-positioning...

Words: 1747 - Pages: 7

Premium Essay

Student

...SYLLABUS Course Information and Policies: Textbook: No textbook is required for the course. Prof. Antonoff’s, & some my own, written introductions to the course sessions will be provided, along with links to online articles & material that you are expected you to read. Academic Integrity: It goes, I hope, without saying that all the principles and standards that sustain academic integrity are just as applicable in the online environment as they are in the classroom. Our interactions with one another must be based on mutual respect, and our inquiries guided by a firm commitment both to pursue the truth and to acknowledge the possibility that we might be wrong. Given the ease with which information flows across the Internet, it is particularly important that every student understand and respect the rules governing academic honesty. We will operate on the assumption that every class member is thoroughly familiar both with UMass, Boston Code of Student Conduct. If you're not, please consider these documents to be your first reading assignment! The bottom line is this: words copied from another source must be so-indicated (with quotation marks or indenting) and such sources, as well as any from which you have paraphrased or drawn significant evidence, must be fully and precisely identified. Please don't hesitate to consult with me should you feel in need of any clarification. Students with Documented Disabilities: Section 504 of the Rehabilitation Act of 1973...

Words: 771 - Pages: 4

Premium Essay

Vandenburg Syllabus

...Peiperl, M. A. (2011). Managing change: Cases and concepts (3rd ed.). New York: McGraw-Hill Irwin Publishing (ISBN 978-0-07-310274-0). Nameplates: PLEASE BRING YOUR NAMEPLATES EVERYDAY TO CLASS. THIS IS MY MEANS TO GET TO KNOW YOUR NAMES. Course Description “Key concepts and theories in organizational change and development. The focus is on the student's development of diagnostic skills necessary for the identification of organizational problems and opportunities and the effective management of organizational change.” Specifically, this course addresses the formal and informal structures within an organization from the perspective of bringing about change in those structures. We will start with a brief overview of change, and general intervention concepts. Using Jick and Peiperl’s outline, we will then successively discuss the change process in terms of the challenges of change, envisioning change, implementing change, the recipients of change, and the change agents. There are many subtopics embedded in each of the latter topics such as team building, large-group interventions, structural design, work design, employee involvement, compensation systems and...

Words: 3532 - Pages: 15

Free Essay

Rakamakafoo

...C O U R S E 5 6 5 Networking Technologies Volume 1 This document should only be used by a Novell-certified instructor. Ifyouthinkthisdocumentwaspirated,call1-800-PIRATESor1-801-861-7101. Networking Technologies Instructor Guide (Volume 1) Education INSTRUCTOR GUIDE 100-004273-001 Revision 1.0 Proprietary Statement Copyright © Novell, Inc. 1994, 1997, 1998. All rights reserved. No part of this publication may be reproduced, photocopied, stored on a retrieval system, or transmitted without the express prior consent of the publisher. This manual, and any portion thereof, may not be copied without the express written permission of Novell, Inc. Novell, Inc. 1555 North Technology Way Orem, Utah 84097-2399 Disclaimer Novell, Inc. makes no representations or warranties with respect to the contents or use of this manual, and specifically disclaims any express or implied warranties of merchantability or fitness for any particular purpose. Further, Novell, Inc. reserves the right to revise this publication and to make changes in its content at any time, without obligation to notify any person or entity of such revisions or changes. Further, Novell, Inc. makes no representations or warranties with respect to any NetWare software, and specifically disclaims any express or implied warranties of merchantability or fitness for any particular purpose. Further, Novell, Inc. reserves the right to make changes to any and all parts of NetWare software...

Words: 27853 - Pages: 112

Free Essay

Accounting

...Click here to download the solutions manual / test bank INSTANTLY!! http://testbanksolutionsmanual.blogspot.com/2011/02/accounting-information-systems-romney.html ------------------------------------------------------------------------------------------------------------------------ Accounting Information Systems Romney 11th Edition Solutions Manual Accounting Information Systems Romney 11th Edition Solutions Manual Accounting Information Systems Romney 11th Edition Solutions Manual Accounting Information Systems Romney Steinbart 11th Edition Solutions Manual Accounting Information Systems Romney Steinbart 11th Edition Solutions Manual ------------------------------------------------------------------------------------------------------------------------ ***THIS IS NOT THE ACTUAL BOOK. YOU ARE BUYING the Solution Manual in e-version of the following book*** Name: Accounting Information Systems Author: Romney Steinbart Edition: 11th ISBN-10: 0136015182 Type: Solutions Manual - The file contains solutions and questions to all chapters and all questions. All the files are carefully checked and accuracy is ensured. - The file is either in .doc, .pdf, excel, or zipped in the package and can easily be read on PCs and Macs.  - Delivery is INSTANT. You can download the files IMMEDIATELY once payment is done. If you have any questions, please feel free to contact us. Our response is the fastest. All questions will always be answered in 6...

Words: 18533 - Pages: 75

Free Essay

Intro to Computer Final

...small family city with a population of 116, 000 Midwestern’s. Springfield municipally manage and produce water, and electricity for Springfield’s residential and central Illinoisans. I believe Springfield Municipally is ready to enter the twenty first century as a metropolitan city that offers a Gigabyte Network by direct connect or wireless connect. “Only in Chattanooga, Tennessee is 1 Gigabit-per-second Internet speed available to every home and business - over 150,000 of them - throughout the entire community. Urban or rural, business or residence, Internet speeds that are unsurpassed in the Western Hemisphere – from 50 Megabits-per-second all the way up to one gigabit-per-second are accessible here. “Chattanooga's community-owned electric utility EPB is installing a 100% fiber to the premises network. Built to run America's first true Smart Grid and offer residential high speed Internet, video and telephone services, the network was also built to empower our community in new ways. Because bandwidth is no problem, Chattanooga's Fiber Optic network enables upload and download speeds 200 times faster than the current national average, and 10 times faster than the FCC's National Broadband Plan (a decade ahead of schedule). Chattanooga, Tenn. show how a municipal broadband network can pay dividends when community leaders focus on the applications a gigabit network can deliver and consider the long-term economic development potential. And yes, it can even generate enough revenue...

Words: 843 - Pages: 4

Free Essay

History

...|HUMAN RESOURCE POLICIES AND PRACTICES | LEARNING OBJECTIVES After studying this chapter, students should be able to: 1. Contrast job descriptions with job specifications. 2. List the advantages of performance simulation tests over written tests. 3. Define four general skill categories. 4. Describe how career planning has changed in the last 20 years. 5. Explain the purposes of performance evaluation. 6. Describe actions that can improve the performance-evaluation process. 7. Clarify how the existence of a union affects employee behavior. 8. Identify the content in a typical diversity-training program. CHAPTER OVERVIEW An organization’s human resource policies and practices represent important forces for shaping employee behavior and attitudes. In this chapter, we specifically discussed the influence of selection practices, training and development programs, performance evaluation systems, and the existence of a union. Selection Practices An organization’s selection practices will determine who gets hired. If properly designed, they will identify competent candidates and accurately match them to the job and the organization. The use of the proper selection devices will increase the probability that the right person will be chosen to fill a slot. While employee selection is far from a science, some organizations fail...

Words: 10979 - Pages: 44

Premium Essay

Case Study Handbook

...1/22/07 3:37 PM Page i RP OS T ElletFM.qxp THE DO N OT C OP YO CASE STUDY HANDBOOK 1/22/07 3:37 PM Page ii DO N OT C OP YO RP OS T ElletFM.qxp 1/22/07 3:37 PM Page iii RP OS T ElletFM.qxp YO THE OP CASE STUDY HANDBOOK How to Read, Discuss, and OT C Write Persuasively About Cases DO N William Ellet Harvard Business School Press Boston, Massachusetts 1/22/07 3:37 PM Page iv RP OS T ElletFM.qxp Copyright 2007 William Ellet YO All rights reserved Printed in the United States of America 11 10 09 08 07 5 4 3 2 1 OP No part of this publication may be reproduced, stored in or introduced into a retrieval system, or transmitted, in any form, or by any means (electronic, mechanical, photocopying, recording, or otherwise), without the prior permission of the publisher. Requests for permission should be directed to permissions@hbsp.harvard.edu, or mailed to Permissions, Harvard Business School Publishing, 60 Harvard Way, Boston, Massachusetts 02163. The copyright on each case in this book unless otherwise noted is held by the President and Fellows of Harvard College and they are published herein by express permission. Permission requests to use individual Harvard copyrighted cases should be directed to permissions@hbsp.harvard.edu, or mailed to the Permissions Editor, Harvard Business School Publishing, 60 Harvard Way, Boston, MA 02163. OT C Case material of the Harvard Graduate School of Business Administration is made possible by the...

Words: 99835 - Pages: 400

Premium Essay

Mmmmm

...MULTINATIONAL MANAGEMENT COURSE OUTLINE (2007-09) The globalization of the world economy and the related liberalization of the Indian economy are radically changing the business landscape. The international capital flows into India have increased several-fold since the onset of liberalization; Indian companies are becoming multinationals in their own right--a trend certain to intensify in the coming years. All in all, multinationals are becoming more ubiquitous as an instrument of economic and business activity. The business leaders of tomorrow need to be trained today in the unique requirements of multinational management. It is toward this objective that the proposed course in Multinational Management is being offered. The course combines a number of sub-disciplines from the fields of social sciences and business administration. It is broad in sweep; its depth is pitched at the PGP level. The overall course is divided into four modules, as follows: Module I--International Business Context-- provides an historical perspective on globalization and presents a viewpoint on its future direction. It also covers some of the globalization drivers including international trade and investment and how they spawn multinational activity. The phenomenon of domestic and cross-border corruption and bribery, often an inherent part of such activities, is discussed. Finally, it postulates how countries and companies can develop competitive advantage and defines the implications...

Words: 1561 - Pages: 7

Premium Essay

Human Resource Developement

...and Business Policy Chapter 1 Introduction to Human Resource Development Human Resources at the AES Corp.: The Case of the Missing Department: Jeffrey Pfeffer Product #: HR3 Length: 28p Abstract Southwest Airlines: Using Human Resources for Competitive Advantage (A): Charles A. O'Reilly III; Jeffrey Pfeffer Product #: HR1A Length: 24p Teaching Note: HR1T B case#: HR1B Abstract AES develops and operates electric power plants all over the world, and by late 1996, has approximately 20,000 employees. But, the corporation has no human resources staff, either at corporate headquarters in Arlington, VA, or in any of its operating facilities. Moreover, the company has very little centralized staff at all--little or no strategic planning, no environmental department, and almost no legal staff. The question is, could and should the company continue to operate in this same way, with little specialized staff, as it continues to expand and geographically diversify? Another question is, how had the organization been able to be so successful without developing and relying on specialized expertise? Subjects Covered: Delegation of authority; Electric power; Human resources management; Management philosophy; Organizational structure; Teams In 1994 both United Airlines and Continental Airlines launched lowcost airlines-within-an-airline to compete with Southwest...

Words: 3171 - Pages: 13

Premium Essay

Au2 Assignment 1

...12/25/14 CGA Ontario Instructor-Led Program Assignment 1 — Session 2 (Winter) Print (This assignment is based on material in Modules 1 and 2) If this is your first time using the Online Learning Environment, refer to the quick tutorials in the Support Centre. General assignment FAQs can be found in your Assignment/Quiz submission work area. Prepare your answers to these assignment questions in Word and save them as one Word document on your hard drive. For the recommended format and filename, see the Assignment submission area. If this assignment Word file requires you to paste Excel.xls sections or other files, you are strongly advised to refer to the pages How To/Use Software/Excel, Word, or both, to ensure you successfully submit your complete assignment. When your file is complete and you are ready to submit it for marking, click on Assignment Submission and select your assignment. For help, refer to the quick tutorial, “Assignment submission & retrieval.” Question 1 (15 marks) (Multiple choice) (1½ marks each) Note: For multiple-choice questions, select the best answer. Answer each item by giving the number of your choice. Incorrect answers will be marked as zero. Multiple-choice questions must be completed in your Assignment submission area. This portion of the assignment will be automatically graded. Do not include your answers in your Word document as they will not be graded. a. During an audit of financial statements in an economic downturn, which of...

Words: 2818 - Pages: 12

Premium Essay

Appendix B

...Appendix B Use Table FA–1 (in Exhibit B-2) and Table FA–2 (in Exhibit B-4) |    a. | To determine the future amount of $20,000 is invested for 10 years, at 6 percent interest, compounded annually. (Round your FV factor to 3 decimal places and final answer to the nearest dollar amount. Omit the "$" sign in your response.) |      Future value | $    |    b. | To determine the future amount of $100,000 is to be received five years from today, at 10 percent annual interest. (Round your FV factor to 3 decimal places and final answer to the nearest dollar amount. Omit the "$" sign in your response.) |      Future value | $    |     c. | To determine the future amount of $10,000 is invested in a fund at the end of each of the next 10 years, at 8 percent interest, compounded annually. (Round your FV factor to 3 decimal places and final answer to the nearest dollar amount. Omit the "$" sign in your response.) |      Future value | $    |     d. | To determine the future amount of $50,000 is invested initially, plus $5,000 is invested annually at the end of each of the next three years, at 12 percent interest, compounded annually. (Round your FV factor to 3 decimal places and final answer to the nearest dollar amount. Omit the "$" sign in your response.) |      Future value | $    |   Explanation: a. | $20,000 × 1.791 (from Table FA-1) = $35,820 future value | b. | $100,000 (An amount to be received in the future is already at future value.) | c. | 10...

Words: 2881 - Pages: 12

Premium Essay

Case

...THE ON OT C OP YO CASE STUDY HANDBOOK RP OS T ON OP YO RP OT C OS T THE ON OT C Write Persuasively About Cases OP CASE STUDY HANDBOOK How to Read, Discuss, and William Ellet Harvard Business School Press Boston, Massachusetts YO RP OS T Copyright 2007 William Ellet All rights reserved Printed in the United States of America 11 10 09 08 07 5 4 3 2 1 No part of this publication may be reproduced, stored in or introduced into a retrieval system, or transmitted, in any form, or by any means (electronic, mechanical, photocopying, recording, or otherwise), without the prior permission of the publisher. Requests for permission should be directed to permissions@hbsp.harvard.edu, or mailed to Permissions, Harvard Business School Publishing, 60 Harvard Way, Boston, Massachusetts 02163. The copyright on each case in this book unless otherwise noted is held by the President and Fellows of Harvard College and they are published herein by express permission. Permission requests to use individual Harvard copyrighted cases should be directed to permissions@hbsp.harvard.edu, or mailed to the Permissions Editor, Harvard Business School Publishing, 60 Harvard Way, Boston, MA 02163. ON OT C Case material of the Harvard Graduate School of Business Administration is made possible by the cooperation of business firms and other organizations which may wish to remain anonymous by having names, quantities, and other...

Words: 96750 - Pages: 387