The focus of this assignment is the application of nine lenses of opportunity to BMW Group. This paper is to assess how each of the lenses could or currently does apply and what is the relative risk—resources expended—versus potential revenue and profit. All lenses may not apply; if they do not, why? In each case, begin with the theory behind the lens followed by your application to the selected case study organization. Keep in mind the implications of sustainability:

• The enduring nature of the opportunities.
• How the opportunities reflect the impact of environmental concerns.
• The last step is to create an opportunity map demonstrating the lenses, using the Sample Opportunity Map as a guide. The opportunity map plots opportunities over time (X-axis) compared to potential impact on the business (Y-axis) divided in three primary sections:
  • In the business—incremental.
  • On the business—new offering or value proposition.
  • Out of the business—redefines the business or category.
• Additional requirements:
  • Written communication: Must be free of errors, scholarly, professional, and consistent with expectations for members of the business profession.
• • APA formatting: Your essay should be formatted according to APA (6th edition) style and formatting.
  • Length: Minimum of 2,400 words, Times New Roman, 12-point font.
  • Structure: Please include the following sections using APA headings (no abstract required):
    • Introduction.
    • Body headings as appropriate.
    • Conclusions.
  • References: A minimum of five PRJ or PJ references.