Toyota's Global Marketing Strategy: Innovation Through Breakthrough Thinking and Kaizen

2017 | Business & Finance

Toyota has expanded from a venture enterprise to one of the biggest global enterprises because of its innovative mind-set (Toyota thinking habits) using Breakthrough Thinking. Toyota has been famous for Kaizen (improvement) activities -- Kaizen activity is necessary for innovation. There are many books on the market that discusses the Toyota Production System, but few that insightfully analyse its marketing strategy. This is the first book of its kind - it is authored by former Toyota marketing executives. This book explores: (1) Toyota Thinking habits, which means Toyota people think differently from other people, based on the historical Edo age, the general Tokugawa. This book discusses the following thinking principles: 1-1: Holistic Thinking 1-2: Absolute Thinking 1-3: Simple and sturdy 1-4: Solidarity 1-5: Gratitude Sprit 1-6: System Architecture (2) Global Marketing Strategy One of the authors, Mr. Noguchi has been the first facilitator of Toyota Global Marketing and he facilitated the joint venture between GM and Toyota (NUMMI: New United Motor Manufacturing Inc.

) Since this joint venture, Toyota global marketing has been expanding drastically and he became a top leader of Toyota Global Marketing strategy. He will talk about the strategy in this book. (3) Breakthrough Thinking One of the authors, Dr. Hibino is a founder of Breakthrough Thinking and has been a consultant of Toyota Motor. This book is written by Toyota's former executive managing director and a founder of Breakthrough Thinking from the viewpoints of Toyota Thinking Habits and Breakthrough Thinking on the subject of Toyota Global Marketing Strategy.

Shozo Hibino (Author)

Gerhard Plenert (Author)