Innovation at BMW: Can green powertrain technology be introduced by 2020?
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.
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.
BMW Group, Automotive
1960 – 2008
Cranfield University
Wharley End Beds MK43 0JR, UK
Tel +44 (0)1234 750903
Email [email protected]
Harvard Business School Publishing
60 Harvard Way, Boston MA 02163, USA
Tel (800) 545-7685 Tel (617)-783-7600
Fax (617) 783-7666
Email [email protected]
NUCB Business School
1-3-1 Nishiki Naka
Nagoya Aichi, Japan 460-0003
Tel +81 52 20 38 111
Email [email protected]
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