Examine two (2) internal barriers GE Healthcare faced when developing its BOP market in India and determine the manner in which they hindered GE Healthcare’s growth in this market segment. 

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GE Healthcare - Innovating for Emerging Markets General Electric (GE) Healthcare is an additional part of General Electric Co. that focuses on new developments in health information technology (HIT) such as more advanced patient monitoring systems and medical imaging technology (Khanna & Raabe, 2006). GE Healthcare firm also produces quality technological equipments. It helps to deliver better care to more bottom of pyramid (BOP) customers in the most remote parts of the world at a lower cost (Khanna & Raabe, 2006). Emerging Trends To produce EEG (Electroencephalography) machine in Indian BOP (bottom of the pyramid) market, two emerging trends for GE Healthcare are 1) growth of market in India and 2) increase in customers. These trends motivated GE to modify its strategy to develop such machine for BOP market. Growth of healthcare market was expected to double in the following years which made GE for a development of EEG machine which was most demanding healthcare machine that normally measures the electrical activities of patient's brain (McGregor & Kripalani, 2008). In India, most of the healthcare device manufacturers were developed low- quality and costly healthcare machines to capture need of the mass market but these were affordable only for high-class people or hospitals (McGregor & Kripalani, 2008). This situation supported GE to utilize the mass market of Indian healthcare market to develop a low cost EEG machine. In other hand, customers in BOP market increased those wanted quality machine at low cost (McGregor & Kripalani, 2008). This supported GE to target Indian BOP market to produce healthcare machines at low-cost with improved quality. 20 GE Healthcare - Innovating for Emerging Markets General Electric (GE) Healthcare is an additional part of General Electric Co. that focuses on new developments in health information technology (HIT) such as more advanced patient monitoring systems and medical imaging technology (Khanna & Raabe, 2006). GE Healthcare firm also produces quality technological equipments. It helps to deliver better care to more bottom of pyramid (BOP) customers in the most remote parts of the world at a lower cost (Khanna & Raabe, 2006). Emerging Trends To produce EEG (Electroencephalography) machine in Indian BOP (bottom of the pyramid) market, two emerging trends for GE Healthcare are 1) growth of market in India and 2) increase in customers. These trends motivated GE to modify its strategy to develop such machine for BOP market. Growth of healthcare market was expected to double in the following years which made GE for a development of EEG machine which was most demanding healthcare machine that normally measures the electrical activities of patient's brain (McGregor & Kripalani, 2008). In India, most of the healthcare device manufacturers were developed low- quality and costly healthcare machines to capture need of the mass market but these were affordable only for high-class people or hospitals (McGregor & Kripalani, 2008). This situation supported GE to utilize the mass market of Indian healthcare market to develop a low cost EEG machine. In other hand, customers in BOP market increased those wanted quality machine at low cost (McGregor & Kripalani, 2008). This supported GE to target Indian BOP market to produce healthcare machines at low-cost with improved quality. 20

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