| HBS Case Collection
(Revised from original 2006 version)
Toyota Motor Corporation: Launching Prius
In 1995, Hiroshi Okuda, president of Toyota Motor Corp., considers whether to push for a more aggressive launch of the Toyota Prius--an automobile that incorporates Toyota's new and technically advanced hybrid power train. This launch decision allows discussion of the importance of the Prius in Toyota's overall product strategy and explores issues ranging from market structure to competitive advantage and competitive dynamics.
Keywords: Environmental Sustainability;
Brands and Branding;
Green Technology Industry;