In September 2003, Jeff Immelt urged the entrepreneurs to come up with GE “Imagination Breakthroughs,” new and innovative projects that would serve as the core of GE’s organic growth initiative. Follows the company as these changes are driven by the business units, focusing on GE Transportation, as it launched a series of groundbreaking, green products – from the Evolution Locomotive to the Hybrid locomotive. The growth process transforms the culture within GE Transportation, le … Read more »

In September 2003, Jeff Immelt urged the entrepreneurs to come up with GE “Imagination Breakthroughs,” new and innovative projects that would serve as the core of GE’s organic growth initiative. Follows the company as these changes are driven by the business units, focusing on GE Transportation, as it launched a series of groundbreaking, green products – from the Evolution Locomotive to the Hybrid locomotive. The growth process transforms the culture within GE Transportation, leading to a redefinition of the marketing role, promote the implementation of a “growth leader” profile and new decision-making processes for innovation and risk taking. Finally, a critical decision point, as Transportation executives must decide whether or not to support the high-risk Hybrid Locomotive project.
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from
Christopher A. Bartlett,
Brian J. Hall,
Nicole Bennett
Source: HBS
24 pages.
Publication Date: Jun 19, 2007. Prod #: 907048-PDF-ENG
GE Imagination Breakthrough: The Evo Project HBR case solution