Ivey Publishing

Product Details

Toyota: Driving the Mainstream Market to Purchase Hybrid Electric Vehicles
Product Number:
9B04A003
Publication Date:
01/16/2004
Revised Date:
05/24/2017
Length:
23 pages (12 pages of text)
BestSeller:
2008
Product Type:
Case (Field)
Source:
Ivey
Toyota is a large, international automobile manufacturer headquartered in Japan, with plans to become the largest worldwide automaker, striving for 15 per cent of global sales. Toyota is committing itself to be the leader of the hybrid-electric automotive industry, and is relying on changes in the industry and customer perceptions to bring its plan to fruition. Toyota's challenge is to develop consumer attitude and purchase intent, from an early adopter, niche market model into universal mainstream acceptance.
Issues:
Disciplines:
International,  Marketing
Industries:
Manufacturing
Setting:
United States/Japan, Large, 2003
Intended Audience:
Undergraduate/MBA
Price:
$5.30 CAD / $5.00 USD Printed Copy
$4.50 CAD / $4.25 USD Permissions
$4.50 CAD / $4.25 USD Digital Download
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