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Discovery IQ by GE: Launching Super Value PET/CT Scanner

Professor Anand Kumar Jaiswal (Indian Institute of Management, Ahmedabad)
Professor Suresh Malodia (Entrepreneurship Development Institute of India, Ahmedabad)

Indian Institute of Management Ahmedabad

ISSN: 2633-3260

Publication date: 31 March 2018

Abstract

Discovery IQ was a revolutionary product that would be useful for staging, treatment planning and post-treatment planning assessment. Early reviews from nuclear physicians had been positive. However, the product was still too costly for the bottom of the pyramid (BoP) market. Kumar and his team were scheduled to meet with Makhija the following morning to discuss a “go-to-market strategy”. Kumar knew that Makhija would want to talk about their segmentation strategy and the underlying needs of various customer types. He also expected Makhija to focus on return on investment (ROI) projections because diagnostic centres in India first looked at various financial return measures before investing in any new equipment. Kumar wanted to present a commercialisation strategy for Discovery IQ, which required a significant commitment of resources to tackle supply and distribution challenges across tier II and tier III citiesa in India.

Citation

Jaiswal, A.K. and Malodia, S. (2018), "Discovery IQ by GE: Launching Super Value PET/CT Scanner", Indian Institute of Management Ahmedabad. https://doi.org/10.1108/CASE.IIMA.2020.000117

Publisher

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Indian Institute of Management Ahmedabad

Copyright © 2018 by the Indian Institute of Management, Ahmedabad