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The Toyota Way by Jeffrey Liker

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Chapter 5The Toyota Way in Action: The "No Compromises" Development of Lexus

Even if the target seems so high as to be unachievable at first glance, if you explain the necessity to all the people involved and insist upon it, everyone will become enthusiastic in the spirit of challenge, will work together, and achieve it.

—Ichiro Suzuki, chief engineer of the first Lexus

Toyota is known as a very conservative company. When I first heard of this reputation in Japan in 1983, I was surprised. I had thought of Toyota as a very innovative company and that's why I was there—to learn about the innovative practices of Toyota that were dominating the auto industry. But informed Japanese just laughed and said Toyota is "very conservative, even by Japanese ...

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