toyota crisis management

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CHALLENGES TO TOYOTA CAUSED BY RECALL

PROBLEMS, SOCIAL NETWORKS AND DIGITISATION.

Rajasekera, Jay [email protected]

Asian Academy of Management Journal. 2013, Vol. 18 Issue

1, p1-17. 17p.

Article

*Crisis management

*Social networks

Social media -- Economic aspects

crisis management

digitisation

Facebook

recall

social media

social networks

Toyota

Twitter

Toyota Motor Corp. Ticker: TM

Twitter (Web resource)

Facebook (Web resource)

922190 Other Justice, Public Order, and Safety Activities

624190 Other Individual and Family Services

The recent recall problems that shook Toyota raised

questions about the company's openness with the public.

Media attention and the intervention by governments in

Toyota's largest markets in North America, Europe, China,

and Japan kept Toyota's management in the spotlight. The

crisis also exposed the power of social media. Although

authoritarian regimes can control social media, public

companies cannot. They have to live with it by either

countering effectively when a crisis begins to brew or

suffering the consequences when it grows out of proportion. If

Toyota manages social media strategically, can it overcome

the recall debacle and protect the reputation it has built over

decades as the top-quality automaker in the world? What

challenges does the increasingly digitalised auto industry

present to Toyota? These are the main subjects of this paper.

[ABSTRACT FROM AUTHOR]

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International University of Japan, Graduate School of

International Management, Minamiuonuma City, Niigata,

Japan

1394-2603

93425247

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