Essays on Toyota Company - How Business Has Changed Case Study

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The paper "Toyota Company - How Business Has Changed" is a great example of a business case study.   Business communication can be described as the sharing of information between individuals both internally and externally in a business organization (Beamer and Varner, 2001). Business communication entails some business aspects such as public relations, marketing, advertising, corporate communication, and brand management, among other topics. Some of the media channels that are used for business communication include ambient media, television, radio, print media, as well as the internet (Beamer and Varner, 2001). Technology, and more so, social media has altered the way business is carried out in numerous ways.

In the same light, it is argued that the effect this technology has on communication is the most significant (Beamer and Varner, 2001). Following this, the paper will evaluate the impact of social media on contemporary business communication. Precisely, the paper will use the Toyota Company as the case study company to assess how the changes in business communication have affected the way the modern business operates currently. The Toyota Company is an automobile company which has been in operation since the year 1937 (Osono, Shimizu, and Takeuchi, 2008).

It has been in operation ever since and is regarded as one of the most successful businesses in the world. Just like any other competitive companies in the world, the Toyota Company has also undergone some changes in their business communication primarily thanks to the changes in technology (Osono, Shimizu, and Takeuchi, 2008). How Business Has Changed Over the last 20 years, the aim of business communication in the customer relationships context is to try to sell their products while currently, the goal of business communication is to make connections with these clients (Du-Babcock, 2006).

Business communication has changed in that the companies have resorted to making use of social media platforms like Facebook and Twitter to interact and form these customer relationships with people. This communication has changed since in the past companies used to communicate about their services or products so that they can lure customers to buying them (Du-Babcock, 2006). Currently, business communication is focusing more on communicating with people about some of the things which will enable their consumers to get to understand the personality and the people who are involved in a company.

Thus, the goal of business communication has changed over time which has turned out to be less regarding ‘ selling’ and has become more of ‘ engaging’ (Du-Babcock, 2006). Another aspect that business communication has changed is that it has shifted from involving massive campaigns towards just entailing some ‘ small actions’ (Du-Babcock, 2006). With some internet platforms like Twitter and Facebook, it is like the business has its personal broadcasting network. Therefore, instead of the companies spending a significant amount of resources on the traditional advertising campaigns which were the trend years ago, they just make use of some small actions which have proven to be more valuable to the customers and the other stakeholders (Du-Babcock, 2006).

About 20 years ago, if the people or consumers either had a good or bad experience with a given business, it could take them a significant period, probably several weeks or days to spread the information to other people. Currently, it just takes several minutes to do that thanks to the changes in the platforms that are used for business communication (Du-Babcock, 2006).


Beamer, L. and Varner, I.I 2001, Intercultural communication in the global workplace, New York, McGraw-Hill/Irwin.

Decarie, C 2010, Facebook: Challenges and opportunities for business communication students. Business Communication Quarterly, vol. 73, no. 4, pp.449-452.

Du-Babcock, B 2006, Teaching business communication: Past, present, and future. The Journal of Business Communication, vol. 43, no. 3, pp.253-264.

Osono, E., Shimizu, N and Takeuchi, H 2008, Extreme Toyota: Radical contradictions that drive success at the world's best manufacturer, Wiley, New York.

Qualman, E 2010, Socialnomics: How social media transforms the way we live and do business, John Wiley & Sons, New York.

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