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.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Innovation management, Automobile industry and innovation.

Keywords

BMW, German, automobile, automobile, 1990, critically, change, innovation, management, components, innovation, effectiveness, strategic game plan