The paper "Importance of Communication in Organizational Development Processes - Toyota" is a good example of a business case study. This essay aims to awaken the importance of communication in organizational development processes. In respect to this, we will consider a case of Toyota product recall (Bapuji, 2016). The intention is to create conditions so that managers realize that communication processes are not only established by the sender and receiver. They are responsible for sharing ideas and success of teamwork (Bell, and Smith, 2011). During 2015, the Japanese automobile, Toyota, recalled more than six million vehicles worldwide when they found out that there was a problem in the power window in eight of its most popular models (Benenson, 2015).
This issue developed after several reports stating that numerous vehicles experienced unintended short-circuiting on the window power switch. Hence, five of its North American facilities stopped producing these units. According to Pearson & Nelson (2000), Communication is vital for businesses because the information contained in these communications can lead to both success and defeat of an organization (Galanes, Adams, & Brilhart, 2000). Today, companies, institutions and organizations are waking to this need.
It is not possible today, companies remain oblivious to these facts, because the market as a whole undergoes constant processes of change as a result of political changes, economic and social (Bovee & Thill, 2010). Therefore, it is necessary for companies to create new perspectives, interests and incentives to employees for continuous improvement (Limaye, 2005). Role of communication after Toyota product recall Communication is an active process which involves a series of actions and reactions which aim to achieve a goal (Galanes, Adams, & Brilhart, 2000).
To demonstrate this let's imagine the apology offered by the Toyota Company after the 2015 product recall. According to reporters at the hearing in Nagoya (Toyota CEO), the atmosphere was very tense between Toyota executives, and especially Toyoda, who was furious to see his family name sullied by this disgrace. This scandal not only affected him in a personal way but also it was an offence to his culture like a Japanese. Thus, even though the number of human beings who lost their lives by driving these unsafe cars cannot be compensated, at least there is an intention to take responsibility for their actions.
In this sense, Benenson underlines the importance of a public apology by stating: The accountability and sincere apologies served to humanize the company and therefore to seek, as it were, some consumer redemption (Benenson, 2015). However, this strategy comprises not only a Public Relations practice but in the case of Japanese culture is more of a moral obligation. In this light, Benenson (2015) agree that there is a significant cultural aspect in the conception of the apology.
He makes clear distinctions between an apology from an American and Japanese perspective. In the former, he states that the approach revolves a justification that explains a determined behavior as an excuse. Whereas in the latter, apologizing does not have to do with accountability but with a cultural context in which both parts the victim and victimizer- have to apologize to create a sense of social order (Bapuji, 2016). Apart from the human side analysed above, the second objective has to do with Toyota’ s image restoration.
It is important to mention that one of the major concerns Toyota had was the relationship with its employees (Benenson, 2015). Similarly to the concept of the Japanese apology, there is also one other important cultural factor: the link between the Japanese worker and their employers/place of work (Benenson, 2015). The Japanese have a strong commitment to their job, and they consider it also part of their lives. Many workers develop a solid sense of belonging towards their co-workers, bosses and the philosophy they stand for (Bapuji, 2016). Therefore, it was critical for Toyota to link consumers and employees as a means to convey a message of being concerned about both.
Thus, the campaign “ Your Toyota is my Toyota” was launched in several countries and represented the intention to wipe out the bad image provoked by the car recalls.
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