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Die Internationalisierung der Bayerischen Motoren Werke AG
Vom reinen Exportgeschäft zur Gründung eigener Tochtergesellschaften im Ausland 1945-1981
von Annika BissAfter 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.