MartinHoegl1, MatthiasWeiss2, MichaelGibbert3, LiisaVälikangas4
1Holds the Chair of Leadership and Human Resource Management at WHU – Otto Beisheim School of Management, Koblenz, Germany ([email protected]) 2PhD student at the school
3Member of the faculty at the Institute for Business Management, Bocconi University, Milan ([email protected]) 4Formerly with Strategos in the US, is now at Helsinki School of Economics/Aalto University, Department of Marketing and Management ([email protected]). Tóm tắt
PurposeThis case aims to look at a small start‐up car maker called Loremo, Inc. in Marl, Germany, that hopes to thrive by challenging resource constraints with bold innovation.Design/methodology/approachThe authors found Loremo as part of their five‐year long study looking at how innovation manages to flourish in firms despite resource scarcity.FindingsThe paper finds that Loremo engineers had no other choice but to make virtue of necessity, to develop their car with existing technology and affordable materials, but to reconsider the traditional principles of automobile engineering, which other companies take for granted.Research limitations/implicationsThe authors are doing research on companies that achieve bold innovation despite limited resources.Practical implicationsThe Loremo engineers overcame the costly process that results from taking a “design stance,” a commitment to design parts to do a particular job.Originality/valueManufacturers in all the developed countries that are struggling with the need for radical innovation might take number of lessons from the tiny Loremo car company.
