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Robert Bosch Engineering, India – prospecting a smart future

Sonia Mehrotra (Center of Excellence for Case Development, Prin. L.N. Welingkar Institute of Management Development and Research, Bangalore, India)
Uday Salunkhe (Prin. L.N. Welingkar Institute of Management Development and Research, Mumbai, India)
Anil Rao Paila (Prin. L.N. Welingkar Institute of Management Development and Research, Bangalore, India)

Emerald Emerging Markets Case Studies

ISSN: 2045-0621

Publication date: 24 May 2018


Subject area

International business and strategy, strategies in emerging markets.

Study level/applicability

This case can be used in undergraduate, graduate and executive education courses in international business, strategy management and strategies in emerging markets. Further, the case may also be useful to teach sub-topics such as fit between external opportunities and internal strengths (resources and capabilities) and new business model challenges.

Case overview

Robert Bosch Engineering and Business Solutions (hereafter referred as RBEI) had been chosen by the Management of Bosch in India to engage in the Government of India (GoI) Smart City Business Opportunity. Dhiraj Wali, Vice President RBEI and the present head of RBEI Smart City Projects (RBEI/SCP) over the past few years had been prospecting the non-Bosch clients especially the GoI clients for RBEI. He understood the implications of this big-ticket business opportunity for RBEI. At the same time, he was worried about the complications involved in such large projects, how should RBEI position itself to make the most of this significant business opportunity?

Expected learning outcomes

The dynamics and internal challenges of an established captive division of a multinational (i.e. Bosch) venturing into business transactions with non-captive (i.e. non-Bosch) especially government sector clients. The new business opportunities facing a multinational in emerging markets such as India. Understanding the GoI Smart City Mission and its big-ticket business opportunity. To show how the captive units of MNC evolve over the years of operation leveraging, the competencies gained to succeed in the marketplace. The reasons for this range from internal needs to increase the gains from the past investments to exploiting the external business prospects available resulting in both new opportunities for specialization and customers.

Supplementary materials

Teaching Notes are available for educators only. Please contact your library to gain login details or email to request teaching notes.

Subject code

CSS 5: International Business.



This case study is published in partnership with Prin. L.N. Welingkar Institute of Management Development and Research, India (

Disclaimer. This case is written solely for educational purposes and is not intended to represent successful or unsuccessful managerial decision-making. The authors may have disguised names; financial and other recognizable information to protect confidentiality.


Mehrotra, S., Salunkhe, U. and Rao Paila, A. (2018), "Robert Bosch Engineering, India – prospecting a smart future", Emerald Emerging Markets Case Studies, Vol. 8 No. 2.



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