In autumn 2009, Toyota Motor Corporation, was once revered for its commitment to quality and reliability, has faced a series of highly publicized recalls in the U.S. is about a year's worth of sales in one of the most important markets. While the first Toyota recall has been met with widespread disbelief, but the continued support the brand, and the subsequent revelation recalls testing the stability of the brand in the U.S. initial public response to the problems of the company - a mixture of silence executives and vague, misleading public statements - frustrated the U.S. government and the public. Not up to a week after the news first broke a Toyota organize a clear signal about its commitment to return to quality. In late February 2010, President Akio Toyoda Toyota reluctant to accept the invitation to testify before the U.S. Congress, 148 days after the first announcement of the recall. He has to decide what to say. "Hide
by John A. Quelch, Carin-Isabel Knoop, Ryan Johnson Source: Harvard Business School 27 pages. Publication Date: October 19, 2010. Prod. #: 511016-PDF-ENG
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