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Cultural shift at GE: Putting the customer first

Strategic Direction

ISSN: 0258-0543

Article publication date: 1 August 2004



During their long and illustrious songwriting partnership, former Beatles John Lennon and Paul McCartney wrote many tunes that became hit records for other artists. “With a little help from my friends” is one of the most renowned of such songs, having made the popular charts several times since it was first penned. It seems that General Electric is now practicing some of the sentiments expressed in that particular song. The company is striving to become a bigger friend to its important customers by deploying initiatives that help provide increasingly better services. The main purpose of these initiatives is to reduce breakdowns and/or increase profits for these customers.



(2004), "Cultural shift at GE: Putting the customer first", Strategic Direction, Vol. 20 No. 8, pp. 10-13.



Emerald Group Publishing Limited

Copyright © 2004, Emerald Group Publishing Limited

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