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General Electric Strategy Analysis

In: Business and Management

Submitted By Ralexir
Words 2848
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GE’s Two-decade Transformation:
Jack Welch’s Leadership
« We Bring Good Things To Life ». This is how General Electric (GE) defined its activity, in general terms, between 1979 and 2003. During this period, and more precisely from 1981 to 2001, Jack Welch was the company’s CEO. This previous advertising slogan, designed by the advertising firm BBDO, largely contributed to GE corporate identity; indeed, according to Baer Performance Marketing, “When you hear the name General Electric, […]
“We Bring Good Things to Life” is also brought to mind” (baerpm.com). Furthermore, it didn’t have for only purpose to promote the firm’s products and services, but it also emphasized their high quality, and as a result, it highlighted GE’s will to improve consumers’ lives. In other words, the slogan had more than communication purposes: it would lead the entire process of value creation; it summed GE’s strategy up.
General Electric was created by a merge between two electricity-related companies –
Edison General Electric Company and Thomson-Houston Electric Company, in 1892, from
Thomas Edison and Charles Coffin initiative. Widely considered as one of the most successful corporations of the 20th century, recognized by Fortune to be the “Most Admired Company in the United States” and named Financial Times’ “Most Admired Company in the World” in
2001, the firm has dramatically grown from a merge between two electricity enterprises to an
American multinational conglomerate corporation, which does not only operate in the Energy
Industry, but internationally leads various other segments.
Thus, Jack Welch’s two decades at the head of the company made an important strategic mark for at least two reasons. First, his choices in terms of diversification led

General Electric to intervene more in Financial Services industry - as evidenced by its acquisitions, between…...

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