Ge Catches Online Fever

A new financial-services site must elbow its way into a crowded market

General Electric Co. does not enter new markets lightly. Chairman John F. (Jack) Welch is famous for his ironclad rule that GE must be No. 1 or No. 2 in its businesses or get out. It has been a successful formula for one of the world's most profitable and best-managed companies. But will it work in one of GE's boldest new ventures--the cutthroat world of online consumer financial services?

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