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How BMW turns art into profit : the ultimate creativity machine

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<subTitle>: the ultimate creativity machine</subTitle>
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<abstract>Many companies position themselves at the intersection of art and commerce, but few as successfully as the famous German carmaker BMW. It's no accident. The executive who manages the relationships among designers, engineers and corporate managers says three principles guide their way: the soul of the machine, the fortress  and the art of comunication</abstract>
<note type="statement of responsibility">by Chris Bangle</note>
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<text>January 2001 ; p. 47-53</text>
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