Toyota Recall Crisis Management & Corporate Culture Vitality
This article explores the elements of Toyota’s unique corporate culture in the context of the 2009-2010 recall crisis, which threatened the company’s
reputation for producing high quality, safe and reliable automobiles. This culture, built around principles of teamwork, respect, and continuous improvement,
it is argued, enabled the firm to bounce back from the crisis in a relatively short period of time and regain its leading position in the global marketplace.