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Published by:
INSEAD (2019)
Revision date:
21 pages
Data source:
Field research


At the BMW Group, Gregor Gimmy, a serial entrepreneur and former consultant, introduces the Venture Client (VCL) model to engage with start-ups and boost corporate innovation. The case discusses its initial success at BMW and the rationale that drove Gimmy to establish a new model of external corporate venturing (ECV). It also provides background information on the key forces shaping the auto industry today, the challenges faced by legacy automakers as technological developments accelerate, and the emergence of new rules and new players.

Teaching and learning

This item is suitable for undergraduate, postgraduate and executive education courses.


Competitive strategy; Innovation strategy; Innovation process; Digital disruption; Digital transformation; Customercentricity; Consumer behaviour; Smart ecosystem; Value creation; BMW; Automanufacturing; Corporate venture capital; Start-up; External corporate venturing


The events covered by this item took place in 2017.

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