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  • January 2006 (Revised December 2006)
  • Case
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Toyota Motor Corporation: Launching Prius

By: Forest L. Reinhardt, Dennis A. Yao and Masako Egawa
  • Format:Print
  • | Pages:22
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Abstract

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; Product Launch; Transportation; Brands and Branding; Manufacturing Industry; Green Technology Industry; Auto Industry; Japan

Citation

Reinhardt, Forest L., Dennis A. Yao, and Masako Egawa. "Toyota Motor Corporation: Launching Prius." Harvard Business School Case 706-458, January 2006. (Revised December 2006.)
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About The Authors

Forest L. Reinhardt

Business, Government and the International Economy
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Dennis A. Yao

Strategy
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More from the Authors

    • February 2023
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    Master Kong: Growing the Instant Noodles Market in China

    By: Forest Reinhardt and Shu Lin
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    Korea: The Miracle on the Han River

    By: Sophus A. Reinert and Forest Reinhardt
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    Leadership and the Value of Persistence

    By: James J. Anton, Alan Jaske and Dennis Yao
More from the Authors
  • Master Kong: Growing the Instant Noodles Market in China By: Forest Reinhardt and Shu Lin
  • Korea: The Miracle on the Han River By: Sophus A. Reinert and Forest Reinhardt
  • Leadership and the Value of Persistence By: James J. Anton, Alan Jaske and Dennis Yao
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