Bauer Business Focus

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Partha Krishnamurthy | Feb. 12, 2010

Published on February 10, 2010

Associate Professor Partha Krishnamurthy says Toyota needs to focus on safety to repair the brand.

A conversation on rebuilding Toyota’s battered image that aired Feb. 12. on Bauer Business Focus on KUHF 88.7.

Consumer relationships are an area of expertise for Partha Krishnamurthy, and a key to Toyota future. In the wake of the recall of millions of Toyotas, the associate professor of marketing at the Bauer College of Business talked to KUHF business reporter Ed Mayberry about how the crisis has hurt the brand and what can be done to fix it. Here are some highlights:

The problem is consumers have been so loyal because Toyotas are normally trouble free. The problems with sudden acceleration and braking contradict the image: “If the cars aren’t stopping it’s a big problem.”

There are several things Toyota needs to do: “Doing is the operative word. It needs to acknowledge the problem, admit responsibility for it, promise it will not happen again and do good. That is the most important point.”

Over time Toyota can benefit from this crisis if it goes all out to be Number 1 in safety: “If you do that you will come across as someone who will do more. I believe Toyota will come out of it well.”

Click here to hear the full Bauer Business Focus interview.

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