ABSTRACT
The map developed and identified 12 different potential market focus positions for General Electric (GE) to consider in its product/service market planning processes. In their planning and management of complex integrated product/service bundling strategies, companies like General Electric have encountered many major surprises and unexpected challenges, some of which have been very costly. In making this announcement on "Business Solutions", GE was making a clear move into larger product/service bundling offerings and branded it broadly "Business Solutions". The importance of multifunctional management and project teams in managing new product/service bundles has been stressed in much of the management literature. As the product/service team evolves, the membership of the transformation teams may also evolve as people discover their interests and their knowledge bases. Each transformation team is responsible for keeping track of and carefully analysing the evolving sets of risks that become evident as more and more information is gathered during the development of new product/service bundles.
