Costa, Afonso AlmeidaKeicher, Hannah Joy2025-01-222025-01-222024-06-112024-05-17http://hdl.handle.net/10362/177768This case study examines the emergence of hydrogen as an alternative fuel in Germany and Europe, with a particular focus on BMW’s strategic bet on fuel cell electric vehicles (FCEVs). In response to stringent environmental regulations and changing consumer awareness following the Volkswagen diesel emissions scandal, automakers such as BMW are being forced to explore more sustainable fuel options. This analysis allows students to apply key strategic concepts to evaluate BMW’s hydrogen strategy within the competitive landscape of the automotive sector. The case study not only highlights BMW’s strategic responses to regulatory pressures, but also encourages students to consider the broader implications for the future of vehicle fueling. By analyzing the resources and capabilities required to play a leading role in the transition to alternative fuel systems, students gain insight into the long-term strategic maneuvers necessary to secure a competitive advantage in this evolving market.engCorporate advantageSustainability of competitive advantageValue creationTechnology strategiesmaster thesis203724127