This case study reviews how BMW, the automobile company, created a partnership with breast cancer charities to launch “The Ultimate Drive” a fundraising event that harnesses the support of BMW enthusiasts and families of cancer survivors.
Adler, S.M. and Leighton, H. (2016, September 29). How BMW partnered with cancer survivors to boost their brand [Video file]. In The Business & Management Collection, Henry Stewart Talks. Retrieved November 22, 2017, from https://hstalks.com/bm/3365/.