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The 4 “I ‘s” Customer Model

Michael Chen, CEO of GE Commercial Finance — Media, Communications & Entertainment, talks with Robert Reiss about his “4-I’s” approach to delivering value, the importance of establishing a “personal brand”, and the broad range of financial products and services that his part of GE delivers. Chen also identifies attributes that differentiate successful companies from others and the need to understand the customer’s wants and needs.

Interview Aired: 07/13/2008