A Crise da Toyota: Como a Toyota Enfrentou o Desafio dos Recalls e da Recessão para Ressurgir Mais Forte

by Jeffrey K. Liker

Com um acesso sem precedentes a instalações da Toyota em todo o mundo, Timothy Liker e Timothy N. Ogden investigaram como a montadora enfrentou os desafios da recessão e a crise dos recalls de 2009-2010. Em ambos os casos, a montadora estava desprevenida – e descobriu que a causa-raiz dos problemas que enfrentava foi o fracasso em fazer jus a seus próprios princípios. Mas os fundamentos continuavam lá, e a Toyota acabou conseguindo sair mais forte do que nunca dos anos mais difíceis de sua existência desde o pós-guerra.

Referência
LIKER, J. K.; OGDEN, T. N. A crise da Toyota: como a Toyota enfrentou o desafio dos recalls e da recessão para ressurgir mais forte. Porto Alegre: Bookman, 2012. 272p.

Genres: Business, Nonfiction, Business Leadership, Management

272 pages, Kindle Edition

First published February 18, 2011

About the author

Dr. Jeffrey K. Liker is Professor of Industrial and Operations Engineering at the University of Michigan and principle of Optiprise, Inc. Dr. Liker has authored or co-authored over 75 articles and book chapters and nine books. He is author of the international best-seller, The Toyota Way: 14 Management Principles from the World's Greatest Manufacturer, McGraw-Hill, 2004 which speaks to the underlying philosophy and principles that drive Toyota's quality and efficiency-obsessed culture. The companion (with David Meier) The Toyota Way Fieldbook, McGraw Hill, 2005 details how companies can learn from the Toyota Way principles. His book with Jim Morgan, The Toyota Product Development System, Productivity Press, 2006, is the first that details the product development side of Toyota. He is doing a series of books focused on each of the 4Ps. The first books are (with David Meier), Toyota Talent: Developing exceptional people the Toyota Way (May, 2007) and (with Michael Hoseus) Toyota Culture: The Heart and Soul of the Toyota Way (January, 2008). His articles and books have won eight Shingo Prizes for Research Excellence and The Toyota Way also won the 2005 Institute of Industrial Engineers Book of the Year Award and 2007 Sloan Industry Studies Book of the Year. He is a frequent keynote speaker and consultant. Recent clients include Hertz, Caterpillar, AMD, Android, Areva, Rio Tinto Mining, Tenneco Automotive, Jacksonville Naval Air Depot, US Airforce Material Command, Johnson Controls, Harley Davidson, Eaton, and Fujitsu Technical Services.

Source: http://www-personal.umich.edu/~liker

Reviews

[Lisa Vegan · Rating 3 out of 5]

So, so hard for me to rate this one!

So, I asked for a freebee copy of this book, thinking it would be my cup of tea, but it wasn’t, but it’s not the book’s fault. I am feeling guilty about how blah I feel about this book, and I realize that I have to be more careful about books I request in the future.

I have a Prius and before that I had 2 Corollas, all three Toyota cars, all my cars since 1984, and when I saw this book as one of the books being offered by “PTA’s Reviewer Rewards” (I’ve gotten other books from them too!) I was interested, or better put: I thought I’d be interested.

I think I’d have liked this more had I read The Toyota Way before I read this book; until I started reading this book, I hadn’t known of that book.

But, this isn’t the greatest book for happy Toyota owners, at least not as far as I’m concerned. I’d recommend it highly to those working in personnel, managers, business owners, and organizational psychologists. None are fields in which I have any interest, unfortunately.

As far as how pleasurable this was for me to read, I’d give it two stars; it was just okay. But, that’s also partly because I was in the mood to read my novel and other fiction, but I got this book for free and felt obligated to read and review it as soon as possible after receiving it, but, even if I’d waited until I was as enthusiastic as I was when I requested a copy, it just wasn’t for me. But, I can’t give it less than 3 stars. For some I’m sure it will be a 4 or 5 star book. It is well organized, well written, has a useful layout with interesting extra boxes/information, and it could be a useful book for those in business or for any other “right” reader. It’s a useful “how to” book: how to run a company, how to be a boss, how to give stellar customer service, etc. etc.

For me it read as one long advertisement for Toyota or one very long news piece a la a 60 Minutes segment, which I can’t say I enjoyed, especially since I’d seen some of these stories on the news already; there wasn’t too much in here I didn’t know, at some level. Even though I’m impressed with the corporation, I also felt irritated at times by all the praise and hoopla about Toyota that is this book. There is a lot of history about Toyota as a company and much about current events, some very current, as pertains to the company.

The philosophy is interesting but I’d have been more interested reading an article on the subject rather than taking my time to read an entire book. For some, the philosophy might feel very profound and be very useful.

Contents:

Foreword
Preface
Acknowledgments
One: The Most Admired Company in the World
Two: The Oil Crisis and the Great Recession
Three: The Recall Crisis
Four: Response and the Road to Recovery
Five: Lessons
Index

If you think you’d like this book, and you’d review it on Goodreads, and you’re willing to pay for shipping, I’d be happy to mail you my copy. I wrote my name in it, but otherwise it’s in excellent shape. Just pm me and let me know if you want it and, if you’re the first member to request it, the book is yours.

[Carrie · Rating 5 out of 5]

Really interesting engineering and business review of the Toyota "unintended acceleration" issues.

Good background on how the Toyota values and TPS helped the company pull through the crisis. Interesting commentary on how the issues got so blown out of proportion save why Toyota still took the blame due to the culture of the company.

[Jonathan McGuire · Rating 4 out of 5]

What happens when the global benchmark quality and lean company finds itself immersed in a quality crisis? This book is an almost novel like answer.

[Ronnie · Rating 5 out of 5]

Excellent book

[Tejas · Rating 3 out of 5]

It’s all right. I didn’t learn a ton apart from the fact that preparation for a crisis comes from habits developed before the crisis.

[Bob Schatz]

I use a lot of examples from Toyota's quality culture in my training and coaching. During their crisis, many students made wise cracks about not using them as an example, but a little knowledge and deeper digging uncovered the real story. Toyota is an amazing company and this book will help you understand why. Seeing what a company culture like this can do in a crisis is impressive.

[Hashim Al-Zain · Rating 5 out of 5]

This book is without a shadow of doubt a testament that Toyota is truly a continuously improving company built on it's unique culture that helped save the company from an immanent disaster; the likes of what GM, Ford, and Chrysler experienced during the 2008-2009 meltdown!

[Kara · Rating 4 out of 5]

This book is a great example of a case study of crisis turned into opportunity. While strongly slanted towards Toyota, it gives great insight into the Toyota Way and what lessons can be adapted by other organizations. Warning, it will make you love Toyota!

[Warren · Rating 4 out of 5]

Compared to Liker's earlier books on Toyota, Under Fire is smaller, and follows more of a story telling format.

Mark Graban interviewed Liker, back in February 2011.
http://www.leanblog.org/2011/02/podca...

[Jason Gould · Rating 3 out of 5]

This book has great insight into how one can turn crisis into opportunity. Although I found most of the book to be quite repetitive I still gained personally from reading this book. I look forward to reading The Toyota Way: 14 Managerial Practices by the World's Greatest Manufacture.

[Hunter Johnson]

Left my copy in a hotel room, so currently abandoned

[Theodore Kinni · Rating 3 out of 5]

A thoroughly researched view of Toyota's recent troubles with recession and recalls by the leading U.S. academic expert on the company