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Case
| HBS Case Collection
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2009
(Revised from original 2008 version)
BMW's Project Switch (A): Importers vs. National Sales Companies
by
Das Narayandas and Kerry Herman
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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;