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Hitting the Brakes: Toyota in Crisis

John A. Parnell (University of North Carolina at Pembroke)
John E. Spillan (University of North Carolina at Pembroke)
Marlon R. McPhattar (University of North Carolina at Pembroke)
Donald L. Lester (Middle Tennessee State University)

The CASE Journal

ISSN: 1544-9106

Publication date: 1 May 2011


The decade from 2000 until 2010 was a turbulent time for Toyota Motor Company. The carmaker came under significant criticism from the United States government, consumers throughout the world, and media critics amid allegations of poor quality control and vehicle safety concerns. Problems with accelerators and brake systems were found on several of its most popular models, a situation initially exacerbated by the slow and somewhat tentative response from top management. Toyota was accused of not addressing early warning signs that appeared several years before the crisis received intense negative publicity. Toyota struggled to retain the confidence of consumers and governmental regulators, eventually recalling approximately eight million automobiles.


Parnell, J.A., Spillan, J.E., McPhattar, M.R. and Lester, D.L. (2011), "Hitting the Brakes: Toyota in Crisis", The CASE Journal, Vol. 7 No. 2, pp. 114-136.



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