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 R&D network in more detail. To explain the company’s efforts in developing green powertrain technology, first corporate attention to environmentalism is analyzed 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.
Learning Objective
To understand the drivers for the development of “green” automotive powertrain technology; To develop a framework for analysis of green energy generation; To define a strategic concept for green innovation by 2020 by taking into account interdependencies.
Keywords
Corporate Environmentalism, Green Innovation, Innovation Management, Strategy, Alternative Powertrain Technology, Longitudinal Corporate Development, Corporate Sustainability Management, Sustainability
Settings
World/global, Germany
BMW Group, Automotive
1960 – 2008
Available Languages
English
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