Case | HBS Case Collection | September 2008 (Revised February 2009)

BMW's Project Switch (A): Importers vs. National Sales Companies

by Das Narayandas and Kerry Herman

Abstract

BMW is faced with potential channel conflicts across several EU country markets. The case highlights BMW's approach to redesigning its channel in Greece. The case provides details on both headquarter and country head perspective on BMW's channel strategy.

Keywords: Marketing Strategy; Distribution Channels; Conflict and Resolution; Auto Industry; European Union; Greece;

Citation:

Narayandas, Das, and Kerry Herman. "BMW's Project Switch (A): Importers vs. National Sales Companies." Harvard Business School Case 509-023, September 2008. (Revised February 2009.)