MITSloan Management Review
sloanreview.mit.edu SUMMER 2011 • Volume 52 • Number 4
29 What Really Happened to Toyota?
Toyota was long known, even revered, for its sterling quality. But given the spate of recalls,
managers wonder whether Toyota’s difficulties throw its legendary manufacturing
model into question.
BY ROBERT E. COLE
Number of Toyota vehicles
recalled since fall 2009.
SUSTAINABILITY AND INNOVATION
37 Innovating in Uncertain Markets:
10 Lessons for Green Technologies
History shows that the road to innovation in new markets is long and winding.
But lessons from successes and failures with other emerging technologies
offer a helpful guide for managers and entrepreneurs exploring green technologies.
BY GEORGE S. DAY AND PAUL J.H. SCHOEMAKER
SMART IDEA SELECTION
47 Is Your Company Choosing the Best
Generating good innovation proposals from within the ranks of the organization is only
the beginning. The more difficult part is creating a selection process that identifies
which ideas to implement.
BY MARKUS REITZIG
ON THE COVER
TOP: Courtesy of AMC; Flickr user Andy Castro; Getty Images
BOTTOM: Getty Images ( 2); Reuters Pictures (Toyota)
EMPHASIZE THE POSITIVE
Managers are more receptive to
innovation proposals that highlight
opportunities than proposals that
focus predominantly on threats.
4 MIT SLOAN MANAGEMENT REVIEW SUMMER 2011