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GE Appliances in 2021

In: Leadership for a Digital World

Author

Listed:
  • Annika Steiber

    (Menlo College)

Abstract

GEA had experienced stagnant growth and loss of market share while adhering to GE’s company culture and business strategy. After the sale, Haier’s RenDanHeYi philosophy was introduced to GEA, and a new CEO emerged in the top post at GEA. Senior leaders interviewed in 2021 described dramatic changes at GEA during that time. The strategic goals changed from “doing no harm” and increasing short-term profits through cost-efficiency, to becoming number one in the North American market. GEA began hiring people to expand the company’s competencies in new fields like the Internet of Things, rather than choosing General Electric veterans with known technical skills. The cultural emphasis changed from a focus on becoming leaner, to a future-oriented focus on sustained growth. Moreover, a bureaucratic top-down structure was replaced with the creation of microenterprises and platforms having more distributed powers and authority. Much greater emphasis was placed on understanding and serving the end users. Innovation initiatives proliferated, and GEA began to see positive results from these changes.

Suggested Citation

  • Annika Steiber, 2022. "GE Appliances in 2021," Management for Professionals, in: Leadership for a Digital World, chapter 10, pages 81-87, Springer.
    • Handle: RePEc:spr:mgmchp:978-3-030-95754-4_10
    DOI: 10.1007/978-3-030-95754-4_10
    as

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