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| Tekijä: | Linden, F. A. |
| Otsikko: | Duesen-Jaeger = BMW Rolls Royce in the aero engine market |
| Lehti: | Manager Magazin
1994 : JUL, VOL. 24:7, p.52-59 |
| Asiasana: | AEROSPACE INDUSTRY COMPANIES MARKETS STRATEGY COMPETITION |
| Kieli: | ger |
| Tiivistelmä: | The article describes the "Blitzkrieg" of BMW Rolls Royce against its rivals. It is found that BMW Rolls Royce managed to achieve in 48 months what MTU, which belongs to Daimler-Benz, strived for 20 years for: it develops a new own aero engine and sqeezes its competitors out of the market. The article presents the story of the competition in the field of aero engine business as well as that of the development of the business strategy of BMW Rolls Royce. The details of the development of a new own engine are presented. This process is the main instrument of the firm's struggle against the rest of the world. |
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