Case Study: GE Capital Situation Financial Services GE Capital wanted to expand its reach in the fast-growing, highly profitable small business market. Although the company would be competing with large, specialized financial institutions, including American Express, Citibank, and a wide variety of local and regional financial companies, GE Capital was confident that it could capture a significant share of the market. Comprising 28 independent subsidiaries with their own marketing and sales forces, GE Capital demonstrated no clear benefits to potential small business clients. The company decided to launch an integrated offering, GE Small Business, which bundled an array of financial services and insurance products previously offered by separate GE companies. The company then engaged Denn

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