The tortoise wins the race (Review of Lessons for Turning Crisis into Opportunity: Toyota Under Fire: How Toyota Faced the Challenges of the Recall and the Recession to Come Out Stronger by Jeffery K. Liker and Timothy N. Ogden)

Abstract

This critical book review of Lessons for Turning Crisis into Opportunity: Toyota Under Fire: How Toyota Faced the Challenges of the Recall and the Recession to Come Out Stronger (Thousand Oaks, 2011, 241 pages) examines how from 2008 through 2010 the perfect storm of occurrences including the recession, recalls, and intense media and U.S. government scrutiny resulted in a series of crises for the Toyota Motor Company. The author comments on how public relations and the framework for crisis communications played (or did not play) a role in Toyota’s three phases in dealing with the crisis: reaction, containment and opportunity.

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