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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. The case is developed to enable students to: (1) study the evolution of a German automobile company into a leading player in the global automobile industry through innovation strategy; (2) determine the need for changing a company''s innovation process model to keep pace with the rapidly changing business dynamics of the automobile industry; (3) understand the importance of an effective and efficient innovation process for the automobiles business as a sustainable competitive advantage; (4) understand the various components of an innovation process management exercise and appreciate the rationale behind each of these components in the model; and (5) examine the benefits of an effective innovation management process and its role in the overall corporate strategy in securing leadership position. The case is aimed at MBA/PGDBA students and is intended to be part of the strategy and general management curriculum.