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

Author

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  • Triebel Florian

    (BMW Group Classic, München, Deutschland)

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.

Suggested Citation

  • Triebel Florian, 2010. "Vom ,Marketingloch‘ zur Wiederentdeckung der sportlichen Mittelklasse - vom Produktionsregime zur Marketingorientierung bei BMW," Jahrbuch für Wirtschaftsgeschichte / Economic History Yearbook, De Gruyter, vol. 51(1), pages 37-63, June.
    • Handle: RePEc:bpj:jbwige:v:51:y:2010:i:1:p:37-63:n:3
    DOI: 10.1524/jbwg.2010.0003
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