ABSTRACT
The General Electric Company (GE) is an American multi-national conglomerate corporation operating through five segments: Energy Infrastructure, Technology Infrastructure, NBC Universal (NBCU), Capital Finance, and Consumer and Industrial. In 2010, Forbes ranked GE as the world's second largest company, based on a formula that compared the total sales, profits, assets, and market value of several multi-national companies. The biggest challenge with the influx of a new marketing focus and regime was the disconnect between having really great marketing talent and the businesses not knowing what to do with it. Comstock works across the entire group in the framework that provides opportunities to develop tools, enhance and leverage skills, and focus specifically on key initiatives such as digital. Comstock claims that GE has a wholly-defined process for the called "imagination breakthroughs", which is a pipeline of incubator businesses that are marketing-led, some with technology and some without.
