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Sustainable Product Innovation by Dariush Rafinejad

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APPENDIX A

BUSINESS AND ENVIRONMENTAL SUSTAINABILITY AT TOYOTA MOTOR CORPORATION: THE DEVELOPMENT OF THE PRIUS HYBRID VEHICLE1

On an unusually warm winter afternoon in 1993, Takeshi Uchiyamada was walking back to his office and thinking about the meeting he had just had with four Toyota Motor Corporation executives. Executive Vice President Akihiro Wada had asked him to serve as chief engineer for the small Toyota group called Project G21, which was charged with creating a twenty-first-century car. Wada was looking for a leader who was open-minded enough to foresee future needs and also experienced enough to lead the team through the many challenges ahead. Uchiyamada was the right person.

Project G21 was established in September of that year ...

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