The Mercedes-Benz JV allowed for the introduction of the SME’s ActivRak invention in 2008. In 2000, Daimler Chrysler AG took a 30% shareholding interest in Bishop, which ultimately led to the SME’s first implementation of ActivRak. These efforts exceeded the company’s expectations, and as a result Bishop continued to follow a new strategy of combining licensing with more direct commercialization efforts, including continuing to enter into strategic JVs. This method has allowed the SME to capture more value in its IP, reach more markets, and develop a deeper understanding of the entire innovation process, from the first blueprints to the final product.