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Honda Motor Company: Communication and the Takata Airbag Crisis (A & B)
Sonakshi Baheti
Nalco Champion, an Ecolab Company, USA
Briton Moffitt
WABCO Vehicle Mobilizing Intelligence, USA
Walter Pruchnik
Southwest Airlines, USA
James S. O’Rourke, IV
Professor of Management, University of Notre Dame, USA
Volume 12: 2019, pp. 33-54; ABSTRACT
Honda Motor Company, one of the world’s largest automobile manufacturers, produces some of the most recognized passenger vehicles in the market. The brand, however, is implicated in the airbag supplier Takata Corporation’s inflator scandal, threatening the lives of millions of drivers and affecting some of Honda’s most popular nameplates. This case explores how a globally recognized brand mobilizes itself to react to the largest-scale recall in the history of the automotive industry.
