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]
IMD retains all proprietary interests in its case studies and notes. Without prior written permission, IMD cases and notes may not be reproduced, used, translated, included in books or other publications, distributed in any form or by any means, stored in a database or in other retrieval systems. For additional copyright information related to case studies, please contact Case Services.
Research Information & Knowledge Hub for additional information on IMD publications
Global market shifts and turbulence in 2025 mean Chief Financial Officers must take into account inflation, trade tensions and shifting regulations to ensure long-term growth
Here are the 16 sustainability trends IMD experts predict will drive business transformation in 2025.
Did our predictions for 2024 come true, a turbulent election year, bitcoin and CBDC, COP29 and electric cars, China, EU integration and Euro football
Companies don’t operate in a vacuum. Corporate leaders have to navigate political dynamics, and in Chapter 12 we discuss nonmarket strategies. But there’s a global dimension to sustainability that’s worth a separate discussion. Will rising geopoli...
In the past, many business leaders could operate much like the generic merchants in Adam Smith’s Wealth of Nations. They could pursue their own personal and corporate ends, while resting assured that an “invisible hand” would promote the pub...
In today’s complex and fast-paced business environment, sustainability has evolved from a buzzword into an essential element of long-term success. Yet the concept is often misunderstood or oversimplified. Some critics question the necessity ...
As any executive will tell you, moral suasion will not convince most companies to commit to sustainability. Even major long-term threats will not do it. Companies need positive reasons to undertake significant investments. Fortunately, sustainabil...
Based on extensive research conducted in the past several years at the International Institute for Management Development in Switzerland (IMD), Leading the Sustainable Business Transformation: A Playbook from IMD helps readers understand why susta...
Green and sustainability-linked bonds offer companies new funding to reach sustainability goals. Salvatore Cantale and Barry Gavin explain how to balance processes with outcomes to tap into a booming market.
Research Information & Knowledge Hub for additional information on IMD publications
Research Information & Knowledge Hub for additional information on IMD publications
in I by IMD
Research Information & Knowledge Hub for additional information on IMD publications
in I by IMD
Research Information & Knowledge Hub for additional information on IMD publications
in Binder, Julia Katharina (Ed.); Haanaes, Knut Bjarne (Ed.) / Leading the sustainable business transformation: A playbook from IMD, pp. 47-57 / Hoboken: Wiley, 2025
Research Information & Knowledge Hub for additional information on IMD publications
in Binder, Julia Katharina (Ed.); Haanaes, Knut Bjarne (Ed.) / Leading the sustainable business transformation: A playbook from IMD, pp. 19-32 / Hoboken: Wiley, 2025
Research Information & Knowledge Hub for additional information on IMD publications
in Binder, Julia Katharina (Ed.); Haanaes, Knut Bjarne (Ed.) / Leading the sustainable business transformation: A playbook from IMD, pp. 9-18 / Hoboken: Wiley, 2025
Research Information & Knowledge Hub for additional information on IMD publications
in Binder, Julia Katharina (Ed.); Haanaes, Knut Bjarne (Ed.) / Leading the sustainable business transformation: A playbook from IMD, pp. 33-45 / Hoboken: Wiley, 2025
Research Information & Knowledge Hub for additional information on IMD publications
Research Information & Knowledge Hub for additional information on IMD publications
Research Information & Knowledge Hub for additional information on IMD publications