By Jeffrey K. Liker and Timothy N. Ogden, authors of Toyota Under Fire: Lessons for Turning Crisis into Opportunity

Can entrepreneurs today learn anything from a giant global manufacturing company? Particularly one that has faced withering criticism for losing its way and endangering customers, lost US$4 billion in a single year recently and slipped from its perch at the top US auto industry? After years of studying Toyota, and especially after conducting in-depth research on Toyota’s response to the global recession and recall crisis, we think there are very valuable lessons to be learned by studying Toyota.