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Case Title:

Corporate Communication,The Toyota Way

Publication Year : July 2009

Authors: Christoph Zacharias

Industry: Automobiles

Region:Global

Case Code: COS0002

Teaching Note: Available

Structured Assignment: Available

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Abstract:
Toyota had always been known for its quality products. But people didn’t know that Toyota was a creative corporate working on projects that impact everyday lives. To convey this image, Toyota engaged in eco-friendly activities, participated in motor sports such as Formula One and practised philanthropy.

Pedagogical Objectives:

  • To discuss the manner in which Toyota has used its eco-friendly activities, participation in motor sports and corporate philanthropy to enhance the company’s image with its constituencies (such as customers, community, investors, employees etc)

Keywords : Marketing Environment; Micro marketing Environment; Corporate communication; Eco-friendly activities; Toyota; Toyota's corporate communication; Corporate identity; Corporate image; Corporate reputation; Corporate philanthropy; Marketing Strategies Case Study; Automotive and transport; Environment; Diversity; Advertorial; Public relations; Constituency; Paddock Club; Global vision; Formula One, Marketing Management; Marketing Mix; Market Segmentation; Product Life Cycle; New Product Development; Consumer Behavior; Marketing Case Studies; MBA; Marketing Course for MBA Marketing Course Case Map; Course Case Map; Case Map

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