Renocar’s Oldtimer Business Strategy: Connecting History and Heritage with the Current Business Model

In this diploma thesis, a descriptive practice-oriented case study approach is employed to examine a venture into a new business model in the classic car market within the automotive industry. The author combines an academical perspective on case study research with best practices from renowned educational and commercial case studies to form a case study research with adequate scientific rigor and comprehensive reports that supports teaching and learning. In the theoretical section, the author presents a concise overview of essential knowledge and practical processes for researchers to undertake business case study research. In the practical part, the thesis applies the recommended case study design and selects methodologies (expert interviews, literature review, and ethnographic research) to identify best practices to form the most viable business model for a Czech family-owned BMW dealership called Renocar a.s.. The practical section is further enriched with comprehensive teaching notes, composed as supplementary case study resources for educators. These resources can be utilized to guide the teaching process, ensuring timely and effective conclusions of the case study discussions between the instructor and students.