Toyota Case Study

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A frantic call is made to 911 by a passenger inside an out-of-control vehicle. The mechanics had failed. Eventually, the vehicle, driven by an off-duty California Highway Patrolman, careened off the highway at 120 miles an hour. All its occupants perished. This was the 2009, the first time the unintended acceleration issue in Toyota vehicles garnered national attention in the United States. But, Toyota is a multi-national company. This incident cannot be isolated. Turns out, it was not. The problem had surfaced in Toyota’s vehicles in Europe in 2008 from instances of uncontrolled acceleration. In early 2009, the company gave European Toyota distributors information about the sticky pedals along with instructions to replace them if customers complained. Between 2008, the first known incident, and 2009, rather than issue a recall, the company quietly directed its pedal supplier to change parts in Europe and made plans to roll out the same changes in the US. By then, the California incident had already occurred. It was later determined that the problem was no longer limited to floor mats being caught in the path of the accelerator pedal. Lives were at stake. In February 2010, the National Highway Transportation Safety Administration (NHTSA) confirmed that five persons died in two incidents as a result of accidents involving unwanted acceleration. The severity of the loss of lives prompted Federal Bureau of Investigation (FBI) to pursue an investigation into the matter. The federal investigators used the same techniques applied to inquiries into the financial fraud at companies like Enron. Internal documents were matched with the company’s public statements, which downplayed the problems. An official stated, “That’s that you call ... ... middle of paper ... ... prevented from marketing that product and can be held liable for harms caused by it. Milton Friedman’s view of social responsibility of a law abiding business is to maximize profits for the shareholders. Toyota’s actions concur with this view. Contrast this with John Mackey’s, which state in the customer-centered business, customer happiness is an end in itself, and will be pursued with greater interest, passion and empathy than the profit-centered business is capable of. He further states that, “Like medicine, law and education, business has noble purposes: to provide goods and services that improve its customers’ lives, to provide jobs and meaningful work for employees, to create wealth and prosperity for its investors, and to be a caring citizen. It is not too late for Toyota to review and implement Mackey’s social responsibility back in to its business model.

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