THE AMERICANIZATION OF TOYOTA - A quandary: Should Japan's foremost auto maker concentrate on its U.S. success or shift focus to markets that are sorely in need of help? Despite some trepidation back in Toyota City about the company's increasing U.S. tilt, the way forward seems clear. Says CEO Fujio Cho: "We must Americanize." Key to the strategy is winning over younger buyers to repeat the ...
Year of publication:
Business week : BW. - New York, NY : McGraw-Hill, ISSN 0007-7135, ZDB-ID 2402762. - 2002 (15.04.), p. 26-29