Vom,Marketingloch‘ zur Wiederentdeckung der sportlichen Mittelklasse - vom Produktionsregime zur Marketingorientierung bei BMW

Triebel Florian
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Triebel Florian: BMW Group Classic, München, Deutschland

Jahrbuch für Wirtschaftsgeschichte / Economic History Yearbook, 2010, vol. 51, issue 1, 37-63

Abstract: Bayerische Motoren Werke AG (BMW) underwent a severe corporate crisis from 1954 onwards; at the climax of this crisis the company was almost sold to its competitor Daimler-Benz - in a dramatic general assembly on December, 9th 1959 the plan was thwarted only by minor shareholders and dealer representatives. An analysis of BMW′s car business area during the 1950s using the 4 Ps of the classic marketing mix as a methodological framework, reveals a missing marketing orientation as the real cause of this severe crisis.

Date: 2010
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Persistent link: https://EconPapers.repec.org/RePEc:bpj:jbwige:v:51:y:2010:i:1:p:37-63:n:3

DOI: 10.1524/jbwg.2010.0003

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