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| Author: | Bangle, C. |
| Title: | The ultimate creativity machine: How BMW turns art into profit |
| Journal: | Harvard Business Review
2001 : JAN, VOL. 79:1, p. 47-55 |
| Index terms: | Industries Companies Cars Management Product design Case studies Germany Europe USA |
| Language: | eng |
| Abstract: | This article presents first-person account of how Bayerische Motoren Werke AG (BMW) achieves the delicate balance btw. corporate pragmatism and artistic passion. Management of the often-strained relationships among designers, engineers, and business managers is guided at BMW by three operating principles. |
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