Case | HBS Case Collection | October 1988 (Revised May 1989)

General Electric: Consumer Electronics Group

by David J. Collis and Nancy Donohue


Highlights the General Electric takeover of RCA and the consolidation of the two companies' consumer electronic groups. Starting first with a history of the television industry in the United States, Europe, and Japan, and then a brief discussion of the main competitors from each of these areas, the case goes on to describe the strategy the new group pursued in terms of sourcing, manufacturing, distributing, and overall technology changes. Highlights the concept of scope advantage--the advantage you get by competing in many different markets (in this case many different geographic markets).

Keywords: Competition; Markets; Business Strategy; Consumer Products Industry; Electronics Industry;


Collis, David J., and Nancy Donohue. "General Electric: Consumer Electronics Group." Harvard Business School Case 389-048, October 1988. (Revised May 1989.)