Supplement | HBS Case Collection | November 2008 (Revised May 2009)

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

by Das Narayandas, Kerry Herman and Laura Winig


BMW is faced with potential channel conflicts across several EU country markets. The case concludes the (A) case's exploration of BMW's approach to redesigning the channel in Greece. The case provides details on both headquarter and country head perspective on BMW's channel strategy.

Keywords: Business Units; Business Headquarters; Marketing Strategy; Distribution Channels; Conflict and Resolution; Auto Industry; European Union;


Narayandas, Das, Kerry Herman, and Laura Winig. "BMW's Project Switch (B): Importers vs. National Sales Companies." Harvard Business School Supplement 509-024, November 2008. (Revised May 2009.)