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Transcript of BMW
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.
Arrange the cars in the ascending order of their origin?
Strategy of BMW
Rolls-Royce comes to BMW, but keep the brand of Rolls-Royce.
Individual Level Creativity
Team and Organizational Level Creativity
Outcomes of Innovation
Team and Organizational Level
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
New Technology Experience
Outcomes of Innovation
- Market share
- Brand expansion
- Products diversification
- Reaserch and design innovation
- High-tech development
Carrying out employee surveys
Acquired Needs Theory
Quality training and development programmes
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
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.