Toyota Motor Company: An Environmental and Strategic Marketing Assessment for Hybrid and Renewable Energy Resource Automobiles

By William Rapp, Rajiv Mehta, Christine L. Hopkins and James McHugh.

Published by The Technology Collection

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Article: Print $US10.00
Article: Electronic $US5.00

The focus of this paper is on the fact the major automobile manufacturers have now developed hybrid vehicles that can substantially reduce both oil consumption and adverse emissions thus contributing to solving the twin problems of the looming oil shortage and global warming. Toyota in particular is leading the way in this regard and has put considerable competitive pressure on other manufacturers due to the success of the Prius and their commitment to producing a wide range of hybrid vehicles. This paper details their global hybrid strategy and how they are leveraging their lead and R&D to further put pressure on other producers and how this is likely to affect the demand for hybrids over the next several years and its impact on the global auto industry.

Keywords: Toyota, Hybrids Automobiles, Oil Demand, Global Warming, Environment

The International Journal of Technology, Knowledge and Society, Volume 4, Issue 3, pp.103-112. Article: Print (Spiral Bound). Article: Electronic (PDF File; 605.656KB).

Dr. William Rapp

H. J. Leir Professor Of International Business, School Of Management, The New Jersey Institute of Technology, Newark, NJ, USA

Dr. Rapp is the first Henry J. Leir Professor of International Trade and Business, School of Management, New Jersey Institute of Technology. His teaching and research focuses on international business and strategy, especially using technology to create a sustainable advantage in a global environment. Dr. Rapp has written more than 60 individual and joint publications on various aspects of trade, international business, and corporate strategy plus presented many papers, given congressional testimony and public speeches on these topics. Major fields of policy, economic and business research include product cycles, trade and investment strategies, industrial policy, international finance, intellectual property, information technology, US-Japan competitive interaction, and Japanese economy and business. Under a Sloan Foundation grant, he also completed book entitled “Information Technology Strategies,” published by Oxford Press in 2002 that was then translated and published in Japanese in 2003.

Dr. Rajiv Mehta

Professor, School Of Management, The New Jersey Institute of Technology, Newark, NJ, USA

Dr. Rajiv Mehta (Ph.D., Drexel University) is an Associate Professor of Marketing at the School of Management, New Jersey Institute of Technology. He is co-author of Sales Management: Building Customer Relationships and Partnerships, and Personal Selling: Building Customer Relationships and Partnerships, 2nd Edition. Dr. Mehta’s research has been widely published in major academic journals and presented at national and international academic conferences. His research, which focuses on the areas of selling and sales management, marketing channels, and global marketing, has appeared in Journal of Business Research, Industrial Marketing Management, Journal of Personal Selling and Sales Management, Business Horizons, European Journal of Marketing, International Marketing Review, Journal of Business to Business Marketing, Journal of Business and Industrial Marketing, Journal of Marketing Channels, Journal of Global Marketing, International Journal of Physical Distribution and Logistics Management, Journal of Managerial Issues, Journal of Services Marketing, Management Bibliographies and Reviews, Journal of Shopping Center Research and others. Prior to entering academia, Dr. Mehta worked in sales and marketing for a major international manufacturer of steel wire ropes and cables.

Christine L. Hopkins

Managing Director, Global Healthcare Consulting, LLC, NJ, USA

Christine Hopkins is the Managing Director of Global Healthcare Consulting, LLC which provides sales, marketing and management solutions primarily in the healthcare industry. She has over 20 years of successful experience in improving business performance through strategic solutions, business development, consultative selling techniques, sales and marketing tool development and competitive assessments. Her expertise includes product launches, pricing strategies, activity based costing, contract negotiations, agency and creative management, promotions, advertising and trade show management. Diagnostics and Orthopedics have been her industries of focus. Christine has a B.S. in Medical Technology and an M.B.A. in Management and is a member of Beta Gamma Sigma-Business Honor society and Alpha Epsilon Lambda Graduate Honor Society.

James McHugh

Project Manager, GE Energy, USA

James McHugh is a Project Manager for GE Energy, which provides traditional energy systems to leading-edge renewable energy sources for meeting today’s global energy requirements. He has 16 years of varied industry experience with manufacturing process improvement and project management. His expertise includes new product development, component improvement and custom design engineering. James has a B.E. in Mechanical Engineering from Vanderbilt University and is working toward finishing his M.B.A. at Union College. He has a pending patent for a semiconductor equipment application.


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