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BMW

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by

zhan shi

on 9 March 2015

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Transcript of BMW

1916
Mission:
Satisfy customer's biggest wish, depend on our latest idea and advanced technology.
BMW announced its first motorcycle, the R 32, in 1923. Until then the company had only supplied engines rather than complete vehicles.
The BMW 501. The first post-war BMW automobile which has their unique design.
The BMW Research and Innovation Centre (FIZ):
'think-tank' of a special kind.
The BMW headquarters and the Museum.
Brand Extensions: MINI – Premium in the small-car segment.
Electric Vehicle: Launch of the BMW i8 and i3
A Global Approach of Innovation
Ultimate goal of BMW is to strengthen or increase its leading position in the premium car market while being profitable.

Product Development and Market Diversification, Cost-efficiency, Internal Re-organization.

Innovation is at the core of all these changes.

Driving experience
Diversified offer
Technological improvements
Customized services


Arrange the cars in the ascending order of their origin?
A
B
C
D
E
H
Strategy of BMW
1928
1940's
1960's
1980's
1990's
2010
2000
Future
Rolls-Royce comes to BMW, but keep the brand of Rolls-Royce.
1923
1951
1973
1990
1998
2000
2013
Extreme Privacy

Extreme Success
F
G
Extreme Innovation

Extreme Sustainability
Extreme Success

Extreme Innovation
Background
Innovation Approach
Individual Level Creativity
Team and Organizational Level Creativity
Crowdsourcing
Outcomes of Innovation
Content
Group 7:
Akath Singh
Baptiste Charzat
YiYi Liu
Zhan Shi

Individual Creativity
Team and Organizational Level
Crowdsourcing
Cross-functional teams
Networks rather than hierarchies
Innovation Management System
Creative Networked environment
Associate and leadership model
Innovative leadership training program
BMW supplier innovation award
The BMW Mobility Experience Challenge

The BMW Urban driving experience challenge

The BMW virtual innovation agency

Efficient Dynamics

New Technology Experience

Outcomes of Innovation
Market:
- Market share
- Brand expansion

Product:
- Products diversification
- Reaserch and design innovation
- High-tech development

Content Theory
Carrying out employee surveys
Acquired Needs Theory
Quality training and development programmes
Extrinsic Motivation
Closely related performance and rewards
Maslow’s Hierarchy of Needs
More than just excellent remuneration
McGregor’s Y theory
Offering employees autonomy for decision making
References
Online Extra: The Secret of BMW's Success, Bloomberg.com, October 15 2006, http://www.bloomberg.com/bw/stories/2006-10-15/online-extra-the-secret-of-bmws-success

Turning Ideas into Innovations in a Creative Networked Environment, BMW Group, April 11 2004

BMW Group. Sustainable Value Report 2010. Munich: Author. http://www.bmwgroup.com/e/0_0_www_bmwgroup_com/home/home.html

Gayle C Avery, 2004, Understanding Leadership: Paradigms and Cases. Cromwell Press Limited, Trowbridge, Wiltshire.

Hellriegel, D., & Slocum, J. W. Jr. (2009). BMW’S dream factory and culture. Thousand Oaks, CA: Cengage Learning.

Avery, G., Bell A., & Hilb M. (2004). Understanding leadership: BMW sheer driving pleasure, paradigms and cases. London, UK: Sage Publication, Ltd.
Full transcript