1. How has GE maintained its success despite being disrespected for attending to social responsibility causes?
2. Why was GE able to develop so many partnerships with success? Illustrate GE's use of partnerships. What benefits has GE gained from this approach?
3. How did GE retain its existing business model and make Ecomagination meet its targets as well?
4. Did GE exercise competitive positioning? Explain.
5. Is GE operating ethically? Why or why not? Explain.
This case highlights the saga of GE's corporate strategy of "Ecomagination" in driving sustainable growth. The main focus of the case is on how GE, a diversified conglomerate, has been successful in its strategy of Ecomagination, while holding to its same business model and facing opposition. Through clear Ecomagination objectives and goals, GE has introduced energy efficient products that have a lower environmental impact such as energy efficient engines, appliances, locomotives, and wind turbines. Through detailed Ecomagination product reviews and scorecards, GE has committed themselves to products that financially benefit the customer as well as provide the customer return on their investment. GE's Ecomagination strategy was also able to build strategic partnerships with corporations and governments around the world, universities, and research institutions to solve energy needs. With a history of a lack of attention to social responsibility concerns, GE's SBU's, energy, technology infrastructure, GE capital, NBC Universal, and GE Home and Business solutions, were all awakened, through Ecomagination, to work better with their customers. While brand value and profits have greatly increased for GE, others suspect that they are "greenwashing," hiding behind Ecomagination for profit, and are not attentive to small scale customers. Despite such opposition, GE remains committed to continued investments in energy efficient products, bringing in more intelligence and networking to its existing product categories such as airline software applications.