BMW Entrepreneurial Structure Case Study Example | Topics and Well Written Essays - 2000 words

BMW Entrepreneurial Structure - Case Study Example The BMW Company can attribute most of its success to the strategy and the culture of the company and its orientation towards investing in new innovations. The company is largely based in Germany where a more beauracratic corporate culture is more dominant, but the BMW Company adopts a rare and interesting philosophy for the corporate culture which revolves around entrepreneurship. The company is ready to invest in research and development projects which focus on management as well as physical innovations to support its products and its image in the market. "BMW's 106,000 employees have become a nimble network of true believers with few hierarchical barriers to hinder innovation. From the moment they set foot inside the company, workers are inculcated with a sense of place, history, and mission. Individuals from all strata of the corporation work elbow to elbow, creating informal networks where they can hatch even the most unorthodox ideas for making better Bimmers or boosting profits ." (Edmondson, 2006) Moreover the people at the BMW Company do not have all the answers to the questions, and neither do they claim to do so. Instead they are pound to mention that they work towards determining all the correct questions so that the best possible solutions can be accurately determined. In interview with Laura Mazur, the CEO of BMW Helmut Panke mentioned that "'the most important role of senior management, not just the chief executive, is to understand that the brand isn't just a label that you can put on and take off. A brand is something that has to be authentic and has to be tied into the corporate culture of an organisation,' he explained. Panke discussed the company's unremitting focus on its premium brand approach, and why nothing is allowed to dilute it. He was adamant that success derives from three points: a strong brand, products that live up to what the brand stands for, and a corporate culture that fits into both of them." (Mazur, 2003) 2. Describe the challenges that BMW face in their organisational environment. The challenges that are faced by the BMW Company in their organizational environment pertain to the establishment of the corporate culture in the different regions of operations for the company and training the new recruits and employees to develop as per the corporate culture of the company. BMW has taken significant pointers and strategies from Japanese automobile manufacturers when it comes to managing the company and establishing a kaizen and entrepreneurship based culture and business procedures at the company. The company has been successful in implementing the corporate culture highlighting innovation and entrepreneurship in Germany, but the operations of the company in the UK at oxford and in the US face discrepancies. The US automobile industry is more oriented towards bureaucracy as the beauracratic and classical theories of management derived from the industry as apparent form Henry Fayol and Ford. In such an environment operating with an entrepreneurial and innovation bas ed culture has been a problem for the BMW operations in the US as well as on the UK. Other challenges that the company