Bosch (A): Entering the Electric Bike Market?

The case describes the history of Bosch and its business model. Since its founding in 1886, Bosch has been a product technology company through and through. Serving primarily B2B customers in the automotive industry but growing significantly in scope and size, the German company has developed into a diversified conglomerate. Case A takes students back to the board meeting in 2009 when, in the midst of the financial crisis, the Bosch board of management was considering entering the electric bicycle market, a completely new market for Bosch with uncertain future prospects. The case asks whether Bosch should enter the electric bike market, and if so, how this opportunity should be pursued strategically and from a business model point of view.