The Engaging Brand

Anna Farmery talks to Dr. Jeffrey K. Liker, about his new business book Toyota Under Fire. Toyota has been hugely successful and recently faced global disaster, we can learn a lot from their success but potentially even more from how they coped with the recent PR problems.  Anna asks about

• How the Toyota way has almost become a management 'religion'
• How Toyota is a manufacturing brand not just an automobile brand
• The two parts of Kaizen.
• The importance of different mindsets at Toyota.
• How everything degrades over time - therefore how can you maintain excellence?
• How Toyota coped with PR disaster.
• The importance of a company DNA and and the way through disaster is through that DNA
• How Toyota see challenges as positives to welcome.
• Did we learn more about Toyota during crisis than during their success?
• Learnings from how they responded through customer service
• How the response to a crisis starts yesterday

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