Miles Cudworth
John Dickmann
Christopher Juhlke
Ben Gaither
Zachary Krause

History
General Overview
Welch Culture
How it started
Immelt EVO
Products
• The General Electric Company (GE) is a multinational American technology and services conglomerate incorporated in the state of
New York.
• Founder: Thomas Edison
• Business type is public
• Chairman and CEO: Jeff Immelt
• Vice Chairman, CFO: Keith Sherin
• Headquarters: Fairfield, Conneticut
• Industry : Conglomerate (mixture of several unrelated companies)

History
General Overview
Welch Culture
How it started
Immelt
Products
EVO
• In 1876, Thomas Edison invented one of the greatest and useful inventions ever; the incandescent electric lamp
.

History
General Overview
Welch Culture
How it started
Immelt
Products
EVO
• In 1878, Thomas Edison founded the Edison General
Electric Company
• By 1890, Edison had organized his various businesses into the Edison General Electric Company.

History
General Overview
Welch Culture
How it started
Immelt EVO
Products
• In 1879, Elihu Thomson and Edwin J. Houston formed the rival
Thomson- Houston Electric Company.
• Due to Thomson’s failing success in 1892, these two major companies combined, in a merger arranged by financier J. P. Morgan to form the General Electric Company, with its headquarters in
Schenectady, New York.

History
General Overview
Welch Culture
How it started
Immelt EVO
Products
• In 1911 the National Electric Lamp Company (NELA) was absorbed into General Electric's existing lighting business. GE then established its lighting division headquarters at Nela Park in East
Cleveland which is still there today and has been named a historic site.

History
General Overview
Welch Culture
How it started
Immelt
Products
EVO
• Radio Corporation of America
(RCA)
• NBC Universal
(except NBC Radio)
• Genworth Financial
• The Electric Bond and Share Co
• GE Commercial Finance
• GE Consumer Finance
• Genie
• GE Infrastructure
• GE Money
• Telemundo
• GE Healthcare
• Transamerica Finance
• InVision Technologies
• Smiths Aerospace
• Vetco gray
• SABIC
• GE Security
• GE Industrial

History
General Overview
Welch Culture
How it started
• Light bulbs
• Freezer
• Refridgerators
• Washers
• Dryers
• Ovens
• Air conditioners
• Humidifiers/dehumidifiers
• Plastic bottled dispensers
(pop/water)
Immelt
Products
EVO
• Jet Engines
• Locomotive engines
• Ventilation systems
• Water systems
• Food compactors &
Disposers
• Cooking foodstuffs
• Ventilation systems
• Turbines

History
By the numbers
Welch
Old Strategy
Culture
New Strategy
Immelt
After
EVO
23 %
$380 billion

History
By the numbers
Welch
Old Strategy
Culture
New Strategy
Immelt
After
EVO
• Welch’s Corporate Model:
– High Discipline
– High Efficiency
– Cut costs whenever possible
• Per Annum organic growth rate:
–
Only 4%
•
How did GE still achieve high yearly returns?

History
By the numbers
Welch
Old Strategy
Culture
New Strategy
Immelt
After
• “Change before you have to”
• Transition from Manufacturing to Services
– Acquisition of RCA’s NBC in 1986
• Eventual expansion of NBC division
EVO

History
By the numbers
Welch
Old Strategy
Culture
New Strategy
Immelt
After
EVO

History
By the numbers
Welch
Old Strategy
Culture
New Strategy
Immelt
After
EVO
• Implementation of lean Six Sigma methodology for manufacturing and service processes
• Originally established in U.S. by Motorola
• Goal: meet or exceed level of 3.4 defects per million operations within any process

History
By the numbers
Welch
Old Strategy
Culture
New Strategy
Immelt
After
EVO

History
By the numbers
Welch
Old Strategy
Culture
New Strategy
Immelt
After
EVO
• Welch’s leadership strategy:
– Achieve #2 ranking or better in each business category
– Treat even the largest, formal business informally
– General Electric as “The Grocery Store”
– Known by employees on first name basis

History
By the numbers
Welch
Old Strategy
Culture
New Strategy
Immelt
After
EVO
• Sustaining Welch’s historic growth
• Determining new sources for growth
• Shareholder value, shareholder value, shareholder value
– Nobody else has created greater shareholder value than Mr. Welch
• Continue to differentiate GE through its businesses, reward independently for results

History Welch Culture Immelt EVO
General Overview Imagination CECOR 4 Commitments
• The people make GE
• GE has over 300,000 employees in over 140 countries.
What makes them so unique is that they are driven to make life for everyone better and that motivation is what drives them to succeed.
• “We’re passionate about making life better with new ideas and technologies.”

History
General Overview
Welch
Imagination
Culture
CECOR
Immelt EVO
4 Commitments
Chairman & CEO, Jeffery Immelt
•
Immelt has held several global leadership positions since coming to GE in
1982, including roles in GE's Plastics, Appliance, and Medical businesses. In
1989 he became an officer of GE and joined the GE Capital Board in 1997. A couple years later, in 2000, Mr. Immelt was appointed president and chief executive officer.
•
Jeffrey R. Immelt is the ninth chairman of GE, a post he has held since
September 7, 2001.
• Jeffrey R. Immelt ….has worked to transform GE into a more global, diverse and customer-driven culture. Mr. Immelt also laid the vision for GE's ambitious ecomagination initiative and has twice been named one of the World's Best
CEO's by Barron's.

History
General Overview
Welch
Imagination
Culture
CECOR
Immelt EVO
4 Commitments
• Sep. 2003 – Immelt asks for 5 IB’s per dept.
• Nov. 2003 – Immelt selects 34 IB’s
• Feb. 2004 – Monthly reviews of each IB begins
• Sep. 2004 – Ecomagination project begins
• Jan. 2005 – CECOR framework initiated

History
General Overview
Welch
Imagination
Culture
CECOR
Immelt EVO
4 Commitments
• “Ecomagination is completely revolutionizing the way we collaborate with customers, broadly expanding our product portfolio through technical and commercial innovations, facilitating enlightened policy dialogues from
Washington to Beijing, motivating employees around the world and attracting new talent on the campuses where we prospect for tomorrow’s GE leaders.”
-Jeffrey Immelt CEO, Lorraine Bolsinger VP Ecomagination

History
General Overview
Welch
Imagination
• Water
• ABMet® Technology
• Advanced Membrane
Technology
• Desalination
• Homespring Central Water
Purifier
• Permatreat EPP®
• ZeeWeed® Membrane
Technology
Culture
CECOR
Immelt EVO
4 Commitments
• Lighting
• Compact Fluorescent Lighting
• Diamond Precise® Lamps
• Homebuilder Program
• Halogen HIR™ Lamps
• LEDs — Refrigerated Display
Lighting
• LEDs — Signage &
Architecture
• LEDs — Transportation
Signals
• T8 Linear Fluorescent Lamps

History
General Overview
Welch
Imagination
• For the Home
• Dishwashers with
SmartDispense™ Technology
• Front-Load Washers
• Hot and Cold Water Dispenser
• Profile Harmony™ Washers
• Refrigerators with
ClimateKeeper2™
• Energy
• BCL304e Series Centrifugal
Compressor
• Cleaner Coal
• DLN 2.6+ Combustion System
Culture
CECOR
Immelt EVO
4 Commitments
• Dry Low NOx Combustion System
(DLN 1+)
• Boiling Water Reactor
• H System™ Turbine
• Jenbacher Biogas Engine
• Jenbacher Coal Mine Gas Engine
• Jenbacher Landfill Engine
• Kn3 Optimization Software
• LMS100 Gas Turbine
• Photovoltaic Technology
• Powerwave+™
• PulsePleat® Pleated Filter
Elements
• UltraScan™ Duo
• Wind Turbines
• X$D ULTRA® Motor

History
General Overview
Welch
Imagination
Culture
CECOR
Immelt EVO
4 Commitments
• Transportation
• Capital Solutions, Fleet Services
• CFM56-3 Upgrade
• China Mainline Evolution
• Evolution™ Series Locomotive
• GE90-115B Aircraft Engine
• GEnx Aircraft Engine
• Hybrid Locomotive
• Kazakhstan Evolution™ Locomotive
• LM2500+ Marine Engine
• Russian-Built Locomotive Modernizations

History
General Overview
Welch
Imagination
Culture
CECOR
Immelt EVO
4 Commitments
• Calibrate
What industry are you in?
Who are the customers and what do they need?
• Explore
What are our potential avenues of growth?
Which ones will you target?
• Create
What are our best ideas?
What is the customer value?
• Organize
Is the go-to-market plan aligned with the value proposition?
Are you prepared to implement?
• Realize
Will you meet your revenue and income plans?
How will you measure customer and
GE impact?

History
General Overview
Welch
Imagination
Culture
CECOR
Immelt EVO
4 Commitments
• 1) Double investments in clean R&D
• GE invested $900 million in cleaner technologies in 2006.
• GE is growing its research in such technologies from $700 million in 2005 to
$1.5 billion in 2010.

History
General Overview
Welch
Imagination
Culture
CECOR
Immelt EVO
4 Commitments
• 2) Increase Revenues from Ecomagination products
• GE has increased its ecomagination pipeline by 50% over the last year – from 30 products to 45.
• 2006 revenues at $12 billion; orders and commitments have increased to $50 billion.
• GE will grow revenues in products and services that provide significant and measurable environmental performance advantages to its customers – to at least
$20 billion in 2010, with more aggressive targets thereafter.

History
General Overview
Welch
Imagination
Culture
CECOR
Immelt EVO
4 Commitments
• 3) Reduce greenhouse gas emissions
• GE is on track to reach its internal commitment. GHG emissions from operations have been reduced by about
4% from the 2004 baseline. GHG and energy intensity have been reduced by 21% and 22% respectively compared to 2004.
• The company will reduce its greenhouse gas (GHG) emissions and improve the energy efficiency of its operations - including reducing the intensity of its GHG emissions 30% by 2008, and improving energy efficiency
30% by the end of 2012 (all compared to 2004). This will amount to an absolute total decrease of 1% from 2005 emissions.

History
General Overview
Welch
Imagination
Culture
CECOR
Immelt EVO
4 Commitments
• 4) Keep the public informed.
• GE is keeping the public informed through its
Ecomagination Web site, dozens of global conferences, and stakeholder events.

History
Culture Shock
Welch
Imaginations
Culture Immelt
Shift from Past
EVO
Portfolio Shuffling
• Immelt’s shift in corporate mindset through
– Pay
• Linking bonuses to new ideas, sales growth, with less emphasis on the bottom line
– Risk
• Invest billions in “Imagination Breakthrough” projects to expand GE products and services
– Experts
• Much lower executive turnover rate, bring in more outsiders to provide industry-specific expertise
– Portfolio
• Spent more than $60 billion to bolster GE’s mix of businesses

History
Culture Shock
Welch
Imaginations
Culture Immelt
Shift from Past
EVO
Portfolio Shuffling
• Under Immelt’s Leadership, GE evolved into a corporation based on creativity and organic growth
• Immelt tailored GE’s long-cherished corporate structure to be more conducive to an increasingly global marketplace
• Imagination Breakthrough’s (IB’s) proposals were a staple of new corporate culture, requiring innovative marketing strategies and product ideas

History Welch Culture Immelt EVO
Culture Shock Imaginations Shift from Past Portfolio Shuffling
• Project’s receive billions of dollars in funding
• Each proposal must aim to either take GE into a new line of business, geographic area, or customer base
• Must provide GE with $100 million in incremental growth

History Welch Culture Immelt EVO
Culture Shock Imaginations Shift from Past Portfolio Shuffling
• Immelt’s main challenge was to alter the fundamental beliefs of GE’s “number-hitting” culture
• Promotions no longer must come from within GE, but rather from those who are most adaptive and open to change
• Recruiting outsiders is a crucial component to Immelt’s innovative corporate culture
• Managers must be passionate about their respective business division and experts in the detail of the particular industry

History Welch Culture Immelt EVO
Culture Shock Imaginations Shift from Past Portfolio Shuffling
• This innovative management strategy drew stark contrast to the “Six
Sigma” culture of Jack Welsh
• Intangible areas of creativity, strategy, and customer service were given priority over “making your numbers”
• Increased investment in high growth markets of biosciences, cable and film entertainment, security, and wind power
• Focus on research facilities has led to rapid increase in product development
Jack Welch Jeffery Immelt

History
Culture Shock
Welch
Imaginations
Culture Immelt
Shift from Past
EVO
Portfolio Shuffling
• Media Content
– Acquisition of Universal provides GE with the opportunity to expand in the entertainment industry
• Biosciences
– Investment in Amersham allows GE tap into the markets of diagnostics and personal medicine
• Security
– Fire and Industrial security giant Edwards Systems
• Water
– Ionics and Osmonics water filtration systems
• Renewable Energy
– GE Wind Energy

History
History
Welch
EVO
Culture
GLM
Immelt EVO
Hybrid
•GE started serving the rail industry in 1918 in North
America
•Dominated the rail industry by the 1990’s with the introduction of the AC4400 series locomotion
•Introduced the AC6000CW in 1995, dubbed the “superloco” but failed miserably, selling only 207 of 6,000 units over 5 years
•The EPA upset the rail market in 1997 when it announced strict emissions improvements to locomotion's by 2005

History
History
Welch
EVO
Culture
GLM
Immelt EVO
Hybrid
•Became an Imagination Breakthrough project in 2003 due to the need to conform to the new regulations
•Monthly progress reports
• Official launch date was set at January 1 st , 2005
•“Make or break” project for GE Transportation
•“Paying for the sins of the past”

History
History
Welch
EVO
Culture
GLM
Immelt
Hybrid
EVO
• Compared to locomotives manufactured 20 years ago, GE's
Evolution™ Series locomotive produces 83 percent fewer particulates and 60 percent fewer nitrogen oxide emissions.
• Compared to our locomotives built in 2004, a single Evolution™
Series locomotive will consume 189,000 fewer gallons of fuel in its lifetime – enough to power another Evolution™ Series locomotive for seven months.
• If every freight train in North America were pulled by an Evolution™
Series locomotive, the annual reduction in nitrogen oxide emissions would be equivalent to removing 48 million cars from the road each year.

History
History
Welch
EVO
Culture
GLM
Immelt EVO
Hybrid
•“Leap of Faith”- committed $100 million in 2003 to build 50
Evolution Locomotives to lease for $1 a year
•Goal to log 5 million miles in the year
•Sales reps had positive feedback, but not a single firm order early
2004
•Predictions estimated selling only 30 of 600 possible in 2005, sales reps pressured Immelt to drop price but he refused
•By October 2004, oil prices had nearly doubled, and so did orders for the EVO engines. By the launch date in 2005, 100% of the 600 machine capacity had been sold out
•By mid-2006, there was a backlog of 1,500 locomotion's on order, increasing GE’s 70% market share and making EVO a poster-child success of IB’s

History
History
Welch
EVO
Culture
GLM
Immelt
•Needed to go international
•Hurdles:
•Different size gauges, weight limits, etc.
•Government owned railways
•Smaller order quantities (10-15)
•Developed “Global Modular Locomotive” (GML)
•Some ideas taken from EVO
•Lego-like construction, serves 90% of world
•Orders from China, Kazakhstan, Australia
•After initial orders, move manufacturing to country
Hybrid
EVO

History
History
Welch
EVO
Culture
GLM
Immelt
Hybrid
•December 2006- introduced Hybrid Locomotion as next
Imagination Breakthrough (IB) for GE Transportation
•Goal of reducing fuel consumption 15% and emissions 50%
•Cost would post-pone EVO’s international marketing
•More and more were moving away from fossil fuels
•Three years into project, seen as a “worthwhile experiment that didn’t work out”
•Are still working on it, release date in 2010
EVO

Works Cited
Bartlett, C., Hall, B., Bennett, N. “GE’s Imagination Breakthroughs: The Evo Project”. Harvard Business
Review . 25 June 2007
Brady, Diane (2005). “The Immelt Revolution”. Business Week. Retrieved Feb. 17, 2008 from Business
Source Premier database.
“Chart: GE’s Changing Mix”. Online posting. BusinessWeek . 28 October 1996
<http://www.businessweek.com/1996/44/b34993.html>.
“GE’s Changing Mix”. Online posting. BusinessWeek . 28 October 1996
<http://www.businessweek.com/1996/44/b34993.html>.
“GE: Our Company: Leadership, History, Culture. Advertising”. Online posting. GE Corporate Website .
6 March 2008 <http://www.ge.com/company/index.html>.
“GE Ecomagination: Home Page”. Online posting. GE Corporate Website . 6 March 2008
<http://ge.ecomagination.com/site/index.html>.
“How Jack Welch Runs GE”. Online posting. BusinessWeek . 18 June 1998
<http://www.businessweek.com/1998/23/b3581001.html>.
“Jack Welch Online Image 1”. Online posting. Business Innovation Insider . 6 March 2008
<http://www.businessinnovationinsider.com/Jack%20Welch%202.jpg>.
“Jack Welch Online Image 2”. Online posting.
New York Magazine.
6 March 2008
<http://nymag.com/daily/intel/20070123welch.jpg>.
“Jack Welch’s Encore”. Online posting.
BusinessWeek . 28 October 1996
<http://www.businessweek.com/1996/44/b34991.html>.