Subject category:
Economics, Politics and Business Environment
Published by:
International Institute for Management Development (IMD)
Version: 29.06.2009
Length: 20 pages
Data source: Field research
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Abstract
In this case, the authors describe the corporate development of BMW as one of the most successful brands in the automotive industry and look at the corporation's global research and development network in more detail. To explain the company's efforts in developing green powertrain technology, first corporate attention to environmentalism is analysed from 1960 onwards and the main milestones are described. Next, the main technological options in the area of alternative powertrains are presented, and BMW's technical and strategic efforts are explained. Finally, the case establishes why it has been so difficult for the company to introduce green powertrain technology on a large-scale by presenting the technical options and their limitation.
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Abstract
In this case, the authors describe the corporate development of BMW as one of the most successful brands in the automotive industry and look at the corporation's global research and development network in more detail. To explain the company's efforts in developing green powertrain technology, first corporate attention to environmentalism is analysed from 1960 onwards and the main milestones are described. Next, the main technological options in the area of alternative powertrains are presented, and BMW's technical and strategic efforts are explained. Finally, the case establishes why it has been so difficult for the company to introduce green powertrain technology on a large-scale by presenting the technical options and their limitation.