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Die Internationalisierung der Bayerischen Motoren Werke AG.

Author: Annika Biss
Publisher: Berlin/Boston, GERMANY : De Gruyter, 2017.
Series: Perspektiven, 6
Edition/Format:   eBook : Document : GermanView all editions and formats
Summary:
"After 1945, BMW began its steady rise to become a global corporation. Based on source materials and her personal expertise, Annika Biss describes BMW's internationalization strategies and places them in a larger historical context. She thus illuminates BMW's international marketing history, and, in the processes, conducts a case study of BMW's engagement in South Africa"--
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Genre/Form: Electronic books
Case studies
History
Additional Physical Format: Print version:
Biss, Annika.
Internationalisierung der Bayerischen Motoren Werke AG.
Berlin/Boston, GERMANY : De Gruyter, 2017
(OCoLC)956957762
Material Type: Document, Internet resource
Document Type: Internet Resource, Computer File
All Authors / Contributors: Annika Biss
ISBN: 3110501295 9783110501292
OCLC Number: 987011374
Description: 1 online resource (804).
Contents: Inhalt ; Vorwort ; 1. Einleitung ; 1.1. Themenhinführung und Fragestellung ; 1.2. Theoretischer Rahmen: Die Internationalisierung eines Unternehmens ; 1.2.1. Definitorische Abgrenzung der Begrifflichkeiten ; 1.2.2. Theoretische Grundlagen. 1.3. Analytischer Rahmen: Methodische Grundlage und Aufbau der Untersuchung 1.4. Quellenlage ; 1.5. Forschungsstand und Literatur ; 2. Phase I: Die Initialisierung der internationalen Ausrichtung der BMW AG (1945-1960) ; 2.1. Allgemeine wirtschaftspolitische Rahmenbedingungen. 2.1.1. Der Neubeginn nach dem Zweiten Weltkrieg: BMW während der Besatzungszeit (1945-1948) 2.2. Personalpolitik ; 2.2.1. Die BMW-Geschäftsleitung nach 1945: Kontinuität statt Bruch ; 2.2.2. Personelle Entwicklungen im Hinblick auf die Internationalisierung. 2.3. BMW Motorrad nach dem Zweiten Weltkrieg 2.3.1. Die Motorradmodellpolitik nach dem Neubeginn im Überblick ; 2.3.2. Der Beitrag der Motorradsparte zur Internationalisierung der BMW AG ; 2.4. Modell- und Preispolitik ; 2.4.1. Das Automobilmodellprogramm. 2.4.1.1. Der Wiedereinstieg in das Automobilgeschäft mit den Großen Wagen 2.4.1.2. Der Einstieg in das Kleinstwagengeschäft: Die BMW Isetta ; 2.4.1.3. Das Kleinwagensegment: Der BMW 600 als Überbrückungsprodukt ; 2.4.1.4. Der Kleinwagen BMW 700 als multinationales Projekt.
Series Title: Perspektiven, 6

Abstract:

"After 1945, BMW began its steady rise to become a global corporation. Based on source materials and her personal expertise, Annika Biss describes BMW's internationalization strategies and places them in a larger historical context. She thus illuminates BMW's international marketing history, and, in the processes, conducts a case study of BMW's engagement in South Africa"--

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