Critical Thinking: Scope of the Modern Company
In this module, we looked at technology-based industries and the management of innovation. For this week’s assignment, review CASE 9 Toyota: Seeking a Future in Hydrogen, Chapter 9(in your textbook). Remember: A case study is a puzzle to be solved, so before reading and answering the specific case study questions, develop your proposed solution by following these five steps:
Read the case study to identify the key issues and underlying issues. These issues are the principles and concepts of the course module, which apply to the situation described in the case study.
Record the facts from the case study which are relevant to the principles and concepts of the module. The case may have extraneous information not relevant to the current course module. Your ability to differentiate between relevant and irrelevant information is an important aspect of case analysis, as it will inform the focus of your answers.
Describe in some detail the actions that would address or correct the situation.
Consider how you would support your solution with examples from experience or current real-life examples or cases from textbooks (Link for textbook).
Complete this initial analysis and then read the discussion questions. Typically, you will already have the answers to the questions but with a broader consideration. At this point, you can add the details and/or analytical tools required to solve the case.
Case Study Questions:
What is the strategy of Toyota Motors in electric vehicles? Is the strategy the same or different from the leading competitors?
What is the probability that hydrogen-powered fuel cells will become a commercially viable technology for propelling EVs?
Assess Toyota’s EV strategy and offer recommendation in relation to:
The relative roles of hybrid, plug-in hybrid, battery, and fuel cell powertrains
Strategy for hydrogen fuel cells. In particular: (i) Should Toyota emphasize the development of fuel cell cars (such as the Mirai) or the development of fuel-cell power units to supply other vehicle makers? (ii) To what extent should Toyota collaborate with other companies in developing and commercializing fuel cells, and with whom should it partner?
Should Toyota continue to invest in fuel cells even if batteries are likely to become the dominant EV technology?