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How Corporates Co-innovate with Startups: The BMW Startup Garage

Published 02 May 2019
Reference 6439
Topic Strategy
Industry Automotive
Region Europe
Length 20 page(s)
Language English
Prizes & Awards

2021 The Case Centre Best-selling Case in Strategy and General Management


At the BMW Group, Gregor Gimmy, a serial entrepreneur and former consultant, introduces the Venture Client (VCL) model to engage with start-ups and boost corporate innovation. The case discusses its initial success at BMW and the rationale that drove Gimmy to establish a new model of external corporate venturing (ECV). It also provides background information on the key forces shaping the auto industry today, the challenges faced by legacy automakers as technological developments accelerate, and the emergence of new rules and new players.

Teaching objectives

The case can be used for many different audiences and contexts including MBA, executive MBA, undergraduate courses and executive programmes on Competitive Strategy, Innovation Strategy and Process, Digital Disruption, Digital Transformation, Customercentricity, Consumer Behaviour, Smart Ecosystems and Value Creation.

  • Competitive Strategy
  • Innovation Strategy
  • Innovation Process
  • Digital Disruption
  • Digital Transformation
  • Customercentricity
  • Consumer Behaviour
  • Smart Ecosystem
  • Value Creation
  • BMW
  • Automanufacturing
  • Corporate Venture Capital
  • Start-up
  • External Corporate Venturing
  • Q31819
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