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Toyota’s Recall Crisis: Building Back Consumer Trust

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How can Toyota build back consumer trust in the wake of a massive recall due to safety concerns? Chet Schriesheim, University Distinguished Professor of Management, says trust has three components:

  • benevolence
  • ability or competence
  • integrity

Violators of trust, Schriesheim says, must confront the component that has been compromised and re-establish that element. Schriesheim believes Toyota must focus on competence and integrity.

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