世界をリードする自動車メーカー、トヨタの社長で創業者の孫である豊田章男氏は、リコールに対する会社の対応について米国下院監視・政府改革委員会の公聴会に召集された。この問題への対応の遅れを広く批判されたトヨタのリーダーたちは、速やか同社の車の安全性を確保し、消費者からの信頼を回復し、価値あるトヨタブランドを守り、暴落した株価を回復させる解決策を見いだす必要があった。家族経営企業からグローバルな業界の巨人の地位へのトヨタの進化について議論している。 Toyota, the world's leading automotive company and a global benchmark for quality and continuous improvement stumbled seriously. They faced a recall crisis unlike any they had seen before. Mr. Akio Toyoda, Toyota's president and grandson of the founder, was called to testify before the U.S. House of Representatives Committee on Oversight and Government Reform about the company's response to the recall. Through the lens of the accelerator crisis, the case documents trade-offs Toyota made while pursuing a marketing strategy based on quality and customer experience, while simultaneously pursing an operational generic cost leadership strategy. Historic information tracks the evolution of the company's early focus on lean manufacturing, quality, and the customer to the contemporary focus on aggressive cost control and rapid globalization; it also traces the factors that shaped the context in which the product failures occurred; and documents the failure of Toyota to respond appropriately and with sufficient speed. The case discusses Toyota's evolution from a small entrepreneurial family firm to global industry giant status; their role in driving industry-wide lean manufacturing, continuous improvement, and quality, known as the Toyota Way; their responses to a series of highly visible product failures; and the resultant erosion of Toyota's reputation. The case concludes with Akio Toyoda exhausted from his testimony, considering which combination of strategic, structural, or cultural challenges led to the current recall crisis. Had the company lost sight of its long-term philosophy, a key principle behind the Toyota Way? Had Toyota sacrificed quality and their historic customer focus at the expense of extreme cost reductions? Were nonfamily managers truly to blame for "hijacking" Toyota? What role did Toyota's supply chain and keiretsu structure play in the recalls? Or was Toyota simply subject to the latest media witch hunt in the wake of the global economic crisis?

【書誌情報】

ページ数：24ページ

サイズ：A4

商品番号：HBSP-TB0J01

発行日：2010/12/15

登録日：2015/8/7