BMW
A German premium carmaker.
Where BMW comes up1 book
- 1Studied jobs customers hire cars forDuring the 2008 collapse
- 2Redefined its job as mobilityRather than selling cars
- 3Launched BMWi lineNew line born from the shift
- 4Launched DriveNow car sharingBerlin, Vienna, San Francisco, London
From Book on Christensen's jobs-to-be-done theory
What was said about BMW
BMW redefined its job as mobility after the 2008 collapse. After studying the jobs customers hire cars to do during the 2008 collapse, BMW redefined its job as mobility rather than selling cars. This led to the BMWi line and the DriveNow car sharing service.
DriveNow launched in Berlin, Vienna, San Francisco and London. The account comes from a book about Clayton Christensen's jobs-to-be-done theory that mentions BMW, not from BMW itself.
Competing Against Luck: The Story of Innovation and Customer Choice
After studying car jobs during the 2008 collapse, it redefined its job as mobility, launching the BMWi line and DriveNow car sharing in Berlin, Vienna, San Francisco and London.
BMW redefined its job as mobility after the 2008 collapse. After studying the jobs customers hire cars to do during the 2008 collapse, BMW redefined its job as mobility rather than selling cars. This led to the BMWi line and the DriveNow car sharing service.
DriveNow launched in Berlin, Vienna, San Francisco and London. The account comes from a book about Clayton Christensen's jobs-to-be-done theory that mentions BMW, not from BMW itself.
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