Toyota: Accelerator Pedal Recall (B)
(2 pages of text)
This case is a supplement to Toyota: Accelerator Pedal Recall (A).
Lessons in the automotive industry had been learned the hard way from tire manufacturer Bridgestone. A public backlash occurred in 2003, with class action lawsuits against Bridgestone for faulty tires that caused some vehicles to roll over.
This case helps place students directly into a large crisis situation. Within an organization, students must look at the importance of conveying the correct information and message to the public/media when problems arise, or else facing the consequences. Students must perform an analysis to understand the problem and the various stakeholders, in order to prioritize what content needs to be included in a message to help defuse a delicate situation. Consideration of writing style (language, tone, etc.) should be given. It is also important to identify what not to communicate to avoid making a situation worse. It can be taught as a single case or a two-part case. Four letters are attached in the teaching note to allow an instructor to show how communication progressed over time.
United States, Large, 2010
$3.15 CAD / $3.10 USD Printed Copy
$2.65 CAD / $2.62 USD Permissions
$2.65 CAD / $2.62 USD Digital Download