September 1990 (Revised March 1993)
Case
HBS Case Collection

General Electric Plastics: Organizing the Marketing Function

Format:Print
| Pages:22

Abstract

Describes the rapid growth of General Electric Plastics for over the last decade to a $5 billion (sales) company. The accompanying organizational transitions are described. The task is to design a marketing organization for the coming decade given the anticipated market changes.

Keywords

Transition; Marketing Strategy; Organizational Design; Growth and Development Strategy

Citation

Rangan, V. Kasturi. "General Electric Plastics: Organizing the Marketing Function." Harvard Business School Case 591-029, September 1990. (Revised March 1993.)