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The Toyota Way by Jeffrey Liker

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Chapter 6The Toyota Way in Action: New Century, New Fuel, New Design Process—Prius1

Creativity, Challenge and Courage: the Three C's

—Shoichiro Toyoda, former President, 1980s

Toyota executives considered the early 1990s to be a very dangerous business climate for Toyota. The problem was that Toyota was too successful. It was the peak of the Japanese bubble economy and prosperity seemed like it would never end in Japan. Toyota's business was booming. This is exactly the environment that leads many companies into complacency. But the biggest crisis, from the perspective of Toyota leaders, is when associates do not believe there is a crisis or do not feel the urgency to continuously improve the way they work.

At that time Toyota had a very strong ...

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