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AUG 7

Learning from the Olympics

From GE to Nestlé to watchmaker Omega, companies use the Games to test-drive new ideas—and strut their stuff

BusinessWeek, August 7, 2008 — When U.S. Women's soccer defender Heather Mitts hits the field for the Olympics, she'll rely on more than her gear, teammates, and fans for support. Mitts suffered a torn ligament last year and had to sit out the World Cup in September. But she's back for the Beijing Games. And her confidence will no doubt be boosted by the knowledge that doctors are nearby, ready to scan her knee at the first signs of stress. They'll be using a compact ultrasound machine, the LOGIQ i from General Electric Healthcare (GE). The 12-pound device can produce detailed images of even the tiniest tears in her ligament—every bit as sharp as those from the 800-pound machines found in hospitals.

It's part of GE's strategy of using the Olympics to show off its latest innovations.

Category: Innovation
Tags: GE, Nestle, Speedo, New Products, Olympics, Sponsorship
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