Innovation and the Sustainable Organisation: A Toyota Report

This report provides a comprehensive analysis of Toyota's approach to sustainability and innovation within the context of a consumer-driven society. It explores the challenges of implementing circular economy principles and examines Toyota's strategies for generating profits through sustainable practices, particularly focusing on their electric vehicle initiatives. The report delves into relevant literature on sustainability, analyzes Toyota's key stakeholders, presents a sustainability benchmark comparing Toyota to competitors like Chevy Volt and Nissan Leaf, and offers recommendations for managers. The analysis highlights the importance of innovation, stakeholder engagement, and the development of environmentally friendly products in achieving long-term business success and competitive advantage in the automotive industry. The report emphasizes the importance of adapting to consumer demands and the benefits of sustainable practices for both the environment and the company's financial performance. The report also discusses the role of CSR and the impact of electric car sales in the automotive market.

Innovation and the Sustainable
Organisation

Table of Contents
INTRODUCTION...........................................................................................................................1
PART A...........................................................................................................................................1
Section 1: Concepts of sustainable and circular economy are difficult to put into practice in
our consumer society...................................................................................................................1
PART B............................................................................................................................................2
Section 2: Company's approach of making profits from sustainability......................................2
Section 3: Relevant Literature.....................................................................................................3
Section 4: Company's sustainability stakeholders.......................................................................4
Section 5: Sustainability benchmark...........................................................................................5
Section 6: Recommendations for managers................................................................................6
Section 7: Conclusion.................................................................................................................7
REFERENCES................................................................................................................................8
APPENDIX......................................................................................................................................9
Week 1........................................................................................................................................9
Week 2........................................................................................................................................9
Week 3........................................................................................................................................9
Week 4........................................................................................................................................9
Week 5......................................................................................................................................10
Week 6......................................................................................................................................10

INTRODUCTION
Innovation is a major part of business which need to understand by business managers
properly (Dutz, 2017). Innovation enable and support business organisation to gain market share
and maintain effective and efficient working as well. Thus, business used to focus on innovation
at a level of extent so that sustainability of organisation could be maintain and manage. Thus,
business need to understand this concept in better and efficient manner so that organisation could
be gain the leverage and competitive advantage as well. This project is based on Toyota which is
one of a famous German automotive company in the world and have vast interference at the
global level as well. Business will going to understand the concept of sustainability and circular
economy where consumer society is not getting put into aspect. Along with this, it will also used
to discuss about the company approach to gain sustainability and deriving profit as well. Such
aspects used to contribute in success and sustainability of an enterprise for long term.
PART A
Section 1: Concepts of sustainable and circular economy are difficult to put into practice in our
consumer society
Circular economy is considered as a method which aid in sustainability of environment
and for this some economic models will be developed that will reduce adverse affect. This is
basically termed as an option to traditional linear methodology (Svensson and Nilsson, 2018).
Circular economy helps to maintain product value at marketplace for maximum period of time.
In addition to this, this assists to minimize wastages and resources as well. It leads to growth,
innovation and in addition job development. Thus, it get understood that, this will boost
competitiveness as well as sustainability in market for long duration. Circular economy will aid
to boost business in country in an effective and efficient manner.
In modern era, this has been identified that company needs to conduct research at
marketplace; therefore, they will be able to know about needs and wants of clients. This will
assist them to accomplish it within limited period of time. In this manner, affiliation will
maintain their sustainability in market for maximum duration. If they are unable to fulfil desires
of persons then, this will cater impact to their success as well as growth in a direct or indirect
way. Hence, clients are termed as end user of products and services. It is must for company to
offer qualitative items to them at affordable price.
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By concluding above description, this has been comprehended that, it is not easy to put
circular economy on consumer society. In past times, market was based on the concept of seller.
They sell products and services to consumers as per their wants. They never obtained response
from people (Hildreth and Kimble, 2014). Fundamental aim of firm was to earn maximum
revenues; therefore, they will easily expand their business activities and in addition survive in
market for maximum time span. On the other hand, in recent era, it is must for affiliations to
know about requirements of clients as they are much essential for any company. If they are
satisfied with the items then, organisation will easily survive at marketplace for maximum time
span, otherwise they will lose their existence. Now, only those goods are retain in market which
are much demanding by individuals. Henceforth, it is very difficult to put circular economy into
practice customer society.
Along with, before development of any items superior of an association needs to evaluate
needs and wants of clients so that it will get manufactured accordingly (McElroy, 2013). For this,
various kind of methods will be used by them, such as social sites, interview, group discussion
etc. Therefore, their product will maintain their position in market for maximum time span. In
this way, that item will obtain circular economy at marketplace. Along with, it is required for
firm to maintain those resources which help to produce that items as it enables them to know
about life line of merchandise.
PART B
Section 2: Company's approach of making profits from sustainability
Toyota is a automotive company which is established in United Kingdom. They are
providing products and services to clients across the nation. It is essential for them to secure
environment from any sort of harmful activities. This aids them to survive at marketplace for
maximum period of time. In this way, they introduce a e- car which support to the environment
in order to maintain and manage sustainability which further assist in deriving better and
efficient gain. This will used to manage working and support in making profit through
sustainability which is a major option or want of every company.
A basic approach which could be utilise by the company in order to generate profit
through sustainability is to produce and manufacture E- cars whom used to reflect less pollution
on environment. Although, management specifically focus on innovation and invention both
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where now and present time consideration reflect on invention on business and its working. This
will used to enhance business profit as well as used to made positive attribute towards society.
On the basis of innovation approach, management tend to become possible to met with
all kind of aspects and consideration properly where they could gain competitive advantage as
well as leverage from others because many competitors not adopted yet the technology for
manufacturing the environment friendly cars (Wu, 2014). Thus, this consent will used to enable
management in order to enhance and generate profit with management of sustainability.
Moreover, this concept is quite new for many individuals because from past few days pollution is
getting expand. Their product create some value for their customers which used to develop and
add some essential to economical consideration at society. Henceforth, this used to made vast
positive attribute on business and their operations so that better and efficient gain suppose to be
determine in better and definite manner of course. Thus, approach of innovation support
management to gain profit and generate better and effective outcome in long term consideration
which facilitate growth and development to business as well as protecting the environment as
well.
Section 3: Relevant Literature
Sustainability define as process where an organisation sued to maintain their operations at
definite level or course. It is define as an ability of a company to maintain their working at
definite level or course which facilitate organisation to maintain better level of working. As per
the view point of Schaltegger and Wagner (2011), sustainability is a major aspect of business
which could be gain through managing diversified operations. Although, a sustainable business
is one whose operations are better and effective in frame which further assist them to derive
better and suitable gain. Toyota is a one of a major automotive company whom operating in a
dynamic business world where management will lead to innovate their produce. In this aspect,
they manufacture environment friendly cars which enable in reducing less pollution to
environment. This enable and support management to generate more and more profit so that
better and efficient gain could be reflected.
As per the objective of Posch and Steiner (2016), a sustainable business is one whom
manage and maintain their benchmark and standard of working properly which further assist in
gaining and providing appropriate reflection of targets. Sustainable organisations are those which
used to target better and effective working at market area so that suitable aspects could be
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evaluated. In such scenario, management need to understand about the concept of environment
friendly consideration so that manageable aspects could be estimated. Toyota already consider
this aspect in their work which enable and enforce them to maintain sustainability over there
working and operations. This will contribute them to deriving profit and generate more and more
revenue.
On the basis of Kardos (2012), sustainability of an organisation could only pursue at the
moment when a business used to maintain and manage their offerings. Offerings need to be more
innovative and appropriate in frame which influence better and efficient working. Toyota have to
maintain and manage their offerings in better frame where they used to introduce and launch new
products and services at market world. Like they further used to manufacture a environment
friendly car which will used to reduce the level of pollution. Thus, this will enable business and
manager to maintain their place at keen competitive world which further assist them in gaining
competitive advantage and become different from others as well. Such practices will used to
contribute in managing overall efficiency and effectiveness. This will used to enhance overall
working and abilities of business practices which contribute in managing maximise of an
enterprise as well.
Section 4: Company's sustainability stakeholders
In every organisation employees are working on the basis of respective vision and
mission of company (De Brito, Carbone and Blanquart, 2018). Apart from profit objective
company also concern regarding social welfare in order to maintain sustainability in external
market for longer period of tome. There are several tools and techniques that need to be
implemented in the organisation for enhancing their brand image and the most important
mechanism that is used under it is CSR factor that there several stakeholders who invest in
particular company on the basis of social activities and financial performance . Therefore the
importance of CSR in relation to interest of stakeholder are described below:
 shareholders: When company perform effectively and efficient in respect of CSR
activities that they can able to earn dividend and significant income.
 Employees: They are the important resource of the organisation that align their personal
objectives with organisations aims hence, should be kept happy and satisfied.
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 Customers: They are consider clients that buy products and avail services of the company
hence, while conducting CSR activities customers remain happy with the organisational
system.
Section 5: Sustainability benchmark
To make comparison amongst two or more organisations, graph will be used by manager.
With assistance of this, each thing will be understand by superior in an effective and efficient
manner (Schiederig, Tietze and Herstatt, 2012). From above graphical presentation it has been
understood that Electric car sales of Chevy Volt is much higher as comparison to other firms.
Toyota is comes into second numbers into this. Therefore, their major competitor is Chevy Volt
and Nissan Leaf who are selling Electric car. As it is environmental friendly car so that this is
demanding by individuals. Hence, it is required for manager of Toyota to analyse strategies of
their rivals to come on the top. Along with, they have to adopt some new methods as well which
assist to gain attention of numerous individuals towards them. Along with, they will be one of
the leading seller of electric car.
On the basis of these defined graphs it clearly get evaluated and determine that Toyota
have good and better market share as compared with major competitors Ford (Van Kleef and
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Roome, 2017). Such graph enable them to gain and determine better and suitable growth for
future which further assist them in gaining leverage and competitive edge in consideration.
Although, this could be gain only by providing high standard quality vehicles. At such course,
there vehicles are become more fuel efficient and effective in nature so that efficient and better
results could be gain. This get learn and determine by evaluating and considering this graph
which facilitate better and supportive growth not for present but for the future as well. This valid
comparison enable in better and sufficient understand of each and every single concept in better
and definite matter of course. Hence, Toyota will sued to become the global market leader which
create a different kind of image at market world where chances of deriving better and suitable
gain of growth could only become possible through analysing each and every matter of aspect
properly in better manner.
Toyota one of the famous multinational brand in UK dealing in auto-mobile sector
designed different models of cars with innovative technology and digital tools. The USP of
company is that they provide high quality of after sales services that enhance brand image and
goodwill of company (Bossink, 2017). Although company is enjoying high market share and
better financial performance but faced various challenges in terms of social activities that made
by other auto-mobile companies like ford who invest huge amount on CSR activities of company
that help them to put good image which automatically enhance their sales (Blättel‐Mink, 2018).
Therefore, it is vital for Toyota organisation to do good for social welfare apart from profit
objective by organising different seminars and campaign that help them to communicate social
awareness among rural people and advertise their products by giving message that aware
customers regarding their rights so that they are not exploited by other manufacturers. Therefore
in order to achieve the objectives and goals of company they need to incurs money on CSR.
Section 6: Recommendations for managers
There are several recommendations are provided to manager of Toyota that before
development of any product they need to determine needs and wants of individuals; therefore,
they will accomplish their desires timely. Along with, it assists them to maintain an effective
position at marketplace for maximum period of time. By manufacturing environmental friendly
items they will protect surrounding from any harmful activities. Manager has to assess the risk so
that they will be able to maintain effectiveness as well as appropriateness of items. It is required
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for them develop vehicle by implementing new and latest techniques; thus, they will be able to
gain attention of numerous individuals towards them.
Section 7: Conclusion
From above assignment it has been comprehended that it is required for an organisation
to implement innovative methods and techniques into products and services; thus, they will
survive at marketplace for maximum period of time. Along with, it assists them to gain
competitive advantages from contenders as well. While manufacturing items it is essential to
take care of environment. Some policies and strategies need to be developed by manager so that
they will secure surrounding from any harmful activities. In addition to this, they have to
accomplish CSR exercise effectually as this enables them to improve brand image at
marketplace.
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REFERENCES
Books and Journals
Blättel‐Mink, B., 2018. Innovation towards sustainable economy‐the integration of economy and
ecology in companies. Sustainable Development. 6(2). pp.49-58.
Bossink, B. A., 2017. Leadership for sustainable innovation. International Journal of Technology
Management & Sustainable Development. 6(2). pp.135-149.
De Brito, M. P., Carbone, V. and Blanquart, C. M., 2018. Towards a sustainable fashion retail
supply chain in Europe: Organisation and performance. International journal of
production economics. 114(2). pp.534-553.
Dutz, M. ed., 2017. Unleashing India's innovation: toward sustainable and inclusive growth.
World Bank Publications.
Hildreth, P. M. and Kimble, C. eds., 2014. Knowledge networks: Innovation through
communities of practice. Igi Global.
Hjalager, A. M., 2017. Innovation patterns in sustainable tourism: An analytical
typology. Tourism management. 18(1). pp.35-41.
Kardos, M., 2012. The Relationship between entrepreneurship, innovation and sustainable
development. Research on European Union Countries. Procedia Economics and
Finance. 3. pp.1030-1035.
McElroy, M. W., 2013. The new knowledge management: Complexity, learning, and sustainable
innovation. Routledge.
Posch, A. and Steiner, G., 2016. Integrating research and teaching on innovation for sustainable
development. International journal of sustainability in higher education. 7(3). pp.276-
292.
Schaltegger, S. and Wagner, M., 2011. Sustainable entrepreneurship and sustainability
innovation: categories and interactions. Business strategy and the environment. 20(4).
pp.222-237.
Schiederig, T., Tietze, F. and Herstatt, C., 2012. Green innovation in technology and innovation
management–an exploratory literature review. R&d Management. 42(2). pp.180-192.
Schot, J. and Geels, F. W., 2018. Strategic niche management and sustainable innovation
journeys: theory, findings, research agenda, and policy. Technology analysis & strategic
management. 20(5). pp.537-554.
Svensson, L. and Nilsson, B., 2018. Partnership: As a Strategy for Social Innovation and
Sustainable Change. Santérus Academic Press.
Van Kleef, J. A. G. and Roome, N. J., 2017. Developing capabilities and competence for
sustainable business management as innovation: a research agenda. Journal of cleaner
production. 15(1). pp.38-51.
Wu, B., 2014. Sustainable development in rural China: farmer innovation and self-organisation
in marginal areas. Routledge.
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APPENDIX
Week 1
While learning about Energizing Mozambique, I have analysed that renewing technology
in the whole geographical area of Mozambique can help in reduction of usage of costly
electricity in a rapid manner. Along with this, it may also aid in improvising economical growth
of the country. Using Energizing Mozambique helped organisations in saving electricity. Natural
gas, coal, hydro, oil, solar, biomass and wind are some of elements which are being used in order
to making Mozambique energized. But, I also saw that change in technology while energizing
Mozambique needs heavy funds which can be a drawback for government of this country as they
do not have strong economy at the moment.
Week 2
In British market, in the year of 2013 news which was been broadcast in all over world
that big firms has mixed horse meat in beef meat burgers. I have realised while learning in this
context that governments should rapidly make tests in order to keep up the standards of food and
safety. It has also been examined by me that their should be transparency in between both
suppliers and consumers. I found that details should be properly mentioned in food products of
every single ingredient which has been made by organisation. Along with this, making of videos
of whole process or making food and broadcasting it on televisions or on social media may aid in
enhancing belief of consumers.
Week 3
While taking class on The GreenEgg Smart Home Hub, I have realised that it is the most best
technique to reduce energy consumption specially at home. In this seminar I have understand
that through this technique behaviour of consumer can become more friendly towards
environment. It displays the energy consumption on a TV screen that aware people how much
energy consume which will prove beneficial in reducing their billing amount. Apart from this, I
am getting little bit confused in its process like if this technique shows high alert of energy
consumption in TV appliances or will show others also.
Week 4
I used to understand about the importance of Hydrogen fuel cell points up which enable
me to understand that in near future cars will become fuel efficient and environment friendly in
nature. This will assist me in determining that in all aspects and nature of facts things will
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become more appropriate as well as future become pollution free. Although, this could also be
used in the aircraft which get understand this consideration in better and suitable manner of
course. Although, I determine that the German car manufacturer Toyota and Honda gain benefit
from massive government research and skills in better and define manner of course. Henceforth,
this technology is vast important for the population in near future course so that better and
efficient vehicles could be manufacture.
Week 5
As per my point of view, Car2Go is a subsidiary of Daimler is provide best and free
floating car services to its customers. In this users can easily pick up cars form the street which
may leads in improving their profitability level. But sometime I analysed that, it create various
issues that set their price is high b y which customers are switch and use another company
services. This will negatively impact on company brand image at market place. I also saw that
Car2Go also works with public transport operators which may leads in enhancing their
customers number. One of the main draw back of this that I saw is that they fails in providing
sufficient electric cars parking spaces to its customers. This negatively affect ion company
performance.
Week 6
Plastic is consider as a most frequently used by customers. As per my point of view the
world is flooded plastic garbage which may negatively affect on the economic. In this, 14% of
plastic packaging is collected for the purpose for recycling. Along with this, I also saw that
plastics pollution is directly effect the overall wildlife which create various issues towards the
society. For resolve this issue, it is important for recycle companies to invest in various new
equipments for wastage. In this UK recycle companies also tries to refuse as well as handle them
in order to resolve this issue effectively.
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