BMW's Innovation Strategies

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Please note:

This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

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Case Details:			Price:
Case Code	:	BSTR060	Electronic Format: Rs. 300; Courier (within India):Rs. 25 Extra Themes Innovation
Case Length	:	11 Pages
Period	:	2002 - 2003
Organization	:	BMW
Pub Date	:	2003
Teaching Note	:	Not Available
Countries	:	Germany
Industry	:	Automobiles and Automotive

Abstract:

The case examines the growth of BMW, a German automobile company into one of the leading automobile producers in the world (by the 1990s).

It critically examines the circumstances that made BMW radically change the way it was handling 'innovation process management' at its automobile division. The case discusses in detail the various components of the new innovation process adopted by BMW and evaluates the effectiveness of these components.

Benefits that accrued to the company, on account of the changed innovation process, in the backdrop of its changing strategic game plan, are also discussed.

Issues:

» The global automobile industry and the major players involved

» Innovation processes at other leading automobile companies such as Ford, Daimler Chrysler, Mercedes Benz etc.