The definitive inside account of Toyota's greatest crisis--and
lessons you can apply to your own company
""Those who write off Toyota in the current climate of second
guessing and speculation are making a profound mistake and need to
read this book to get the facts. Toyota is a company that will
channel the current challenges to push themselves to even more
relentless continuous improvement.""
--Charles Baker, former Chief Engineer and Vice President for
R&D, Honda of America
""Toyota Under Fire" is a superb book and should prove very
helpful to American industry's understanding of the problems faced
and how any company can prevent similar occurrences in the
future.""
--Norman Bodek, author, founder of Productivity Press, and
inductee in 2010 Industry Week Manufacturing Hall of Fame
""As a former automotive supplier executive and student of
Toyota, I was concerned to see the many negative reports and
investigations into the quality and safety of its vehicles. Toyota
Under Fire tells the story of how this great company is growing
wiser and stronger by living its culture and values.""
--Michael Fisher, CEO, Cincinnati Children's Hospital Medical
Center
""Just as Toyota has put itself through excruciating
soul-searching in order to understand what went wrong, so should we
all take advantage of the opportunity for learning presented to us
by Toyota's misfortune. In these pages, you will find that the
actual circumstances were far more complex, nuanced, and uncertain
than you saw reported in the news.""
--John Y. Shook, Chairman and CEO, Lean Enterprise Institute
""The most comprehensive and detailed review to date of the
circumstances that led to the crisis, and the events and contexts
that caused it to escalate.""
--Strategy & Business
About the Book
For decades, Toyota has been setting standards that are the
envy--and goal--of organizations worldwide. Its legendary
management principles and business philosophy, first documented by
Jeffrey K. Liker in his influential book "The Toyota Way," changed
the business world's approach to operational excellence.
Granted unprecedented access to Toyota's facilities worldwide,
Liker, along with Timothy N. Ogden, investigated the inside story
of how Toyota faced the challenges of the recession and the recall
crisis of 2009-2010. In both cases, the company was caught off
guard--and found that a root cause of the challenges it faced was
its failure to live up to its own principles. But the fundamentals
were still there, and the company has ultimately come out of the
most challenging years of its postwar existence even stronger than
before.
"Toyota Under Fire" chronicles all the events of the recession
and the recall crisis in detail, providing valuable lessons any
business leader can use to survive and thrive in a crisis, no
matter how large: Crisis response must start by building a strong
culture long before the crisis hits. Culture matters far more than
decisions made by top executives. Investing in people, even in the
depths of a recession, is the surest path to long-term
profitability.
Because it had founded its culture on such principles, Toyota
didn't need to amass an army of public relations, marketing, and
legal experts to "put out the fire"; instead, it redoubled efforts
to live up to its founding tenet, going "back to basics." Toyota
began solving this crisis more than 70 years ago, when its
organizational culture was first established.
Apply the lessons of "Toyota Under Fire" to your company, and
you'll meet any future management challenge calmly, responsibly,
and effectively--the Toyota Way.
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