Die Internationalisierung der Bayerischen Motoren Werke AG: Vom reinen Exportgeschäft zur Gründung eigener Tochtergesellschaften im Ausland 1945–1981

After 1945, BMW began its steady rise to become a global corporation. Based on source materials and her personal expertise, Annika Biss describes BMW’s internationalization strategies and places them in a larger historical context. She thus illuminates BMW’s international marketing history, and, in the processes, conducts a case study of BMW’s engagement in South Africa.