Dual business in Toyota: beyond car sale in Brazil
DOI:
https://doi.org/10.55892/jrg.v8i18.2250Keywords:
Teaching Case, Car Rental, Carsharing, Toyota, Stakeholders TheoryAbstract
This case was conceived in order to provoke the understanding of students of postgraduate courses in accounting and other related sciences that relate to the development of strategies aimed at the survival of organizations, in view of the interest and power of the different interested parties in a specific market niche. The proposal of this research was based on Toyota's strategy aimed at its diversification in the market through its entry into the area of car rental services (carsharing). This strategy was analyzed considering two time frames, the pre dual business, where the main business was production and sale of cars and post dual business, in which genuine industrial activities of the production of automotive goods and carsharing were mixed, in the light of the Stakeholders Theory. In this context, the main dilemma is its maintenance in this new niche. This case intends that students are able to glimpse the adaptive capacity of companies, in the face of new challenges and realities, considering the power and the needs of the plurality of stakeholders.
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