A case study examination of the organizational and societal functions of public relations for Toyota with the introduction of their hybrid vehicles.
Written in 2009; 1,234 words; 7 sources; APA; $ 42.95
Paper Summary:
This paper examines the organizational and societal public relations of Toyota with their introduction of the first mass-produced hybrid automobiles. It discusses the initial challenges they faced with the entirely new technologies as the basis of their vehicles. The paper particularly focuses on the extensive logistical and collaborative challenges of launching an entirely new type of automobile through their dealer, distributor, supplier and services organizations.
Table of Contents:
Executive Summary
Launching Hybrid Automobiles
Societal and Organizational Public Relations at Toyota Define A New Market
From the Paper:
"Societal implications of Toyota's strategy to launch hybrid automobiles and the extensive development of supply chains, patents, production processes specific to the new technology, and even the development of entirely new factories had to be balanced with societal concerns regarding hybrid vehicle safety and true contribution to the environment. Toyota had the explicit ethical requirement of treating the new product pre-announcement as a promise to be kept to suppliers, channel partners, dealers and most of all, loyal Toyota customers who had been anticipating and asking for a hybrid vehicle. As research has shown, the fulfillment of new product pre-announcements with more than was promised actually has much stronger financial returns that overcomitting and under-delivering (Walker, 1990). Toyota, from a societal standpoint, had to manage expectations very carefully to make sure that once the hybrid vehicles were launched they in fact delivered the MPG ratings promised, and also were capable of being serviced reliably throughout the company's thousands of dealer and service centers in the U.S. and Europe where the initial hybrids were launched."
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