On the website of BMW they refer that their long term goal is to combine efficiency with increased driving pleasure. The continuous optimisation of the vehicles, such as systematic weight reduction, innovative aerodynamics and engine efficiency measures, as well as the use of alternative drivetrain solutions and the research of new technologies, to provide sustainable mobility already today.
BMW has announced the creation of a sub-brand devoted to "sustainability" and said it had established a unit for mobility services. Sustainability is business reality about making the business more efficient, without compromising the resources for tomorrow. Sustainability has become a very extensive and complex field. However, many approaches to sustainability of the business are fragmented, often disconnected from the business.
The industry's largest luxury car producer said on Monday that its "BMW i" marque would launch its first two vehicles - an electric city car and a rechargeable hybrid car - in 2013.
One of the weeks’article proposes a model of how incumbents and new entrants engage in sustainable entrepreneurship. They suggest that in the early stages of an industry's sustainability transformation, new entrants (‘Emerging Davids’) are more likely than incumbents to pursue sustainability-related opportunities. Incumbents react to the activities of new entrants by engaging in corporate sustainable entrepreneurship activities, like BMW compare to other car manufacturers within the field.
While these ‘Greening Goliaths’ are often less ambitious in their environmental and social goals, they may have a broader reach due to their established market presence. The interplay between ‘Greening Goliaths’ and ‘Emerging Davids’ theorizes about how it is their compounded impact that promotes the sustainable transformation of industries.
Article 3 draws on the Schumpeterian notion