Toyota transitioning to hydrogen fuel cells – a management of technology protocol (MOTEP) analysis

Abstract

What should a Multi‐National Corporation (MNC) like UMW Toyota Motor Sdn. Bhd. set as its targeted growth in revenue by the Year 2020 to help its host country Malaysia realise its “Vision 2020”? To survive/succeed, Toyota has to anticipate its high technology niche, which is but a “Technological Gleam” today in the eye of Toyota’s “Technical Entrepreneur”. Significant segments of corporate resources will not be committed to the “Technological Gleam” unless the “Technical Entrepreneur” can present an irresistible transformation boost converting the Technology‐Push into Market‐Pull. What will be the market for the hitech product embodying the yet‐to‐emerge hitech? What present product is closest to the potential product? Can its life cycle profile be applied to the potential product? Using the theoretical structure of the Management Of TEchnology Protocol (MOTEP), we analyze Toyota’s transition from the present hybrid fuel (gasoline‐and‐hydrogen combination) to the potential hydrogen fuel in five years.

Citation

Chacko, G.K., Tan Thean Beng, K., Yeoh Siew Ling, A., Nasihin, N., Muhamad, H. and Jiun Jye, O. (2002), "Toyota transitioning to hydrogen fuel cells – a management of technology protocol (MOTEP) analysis", Management Research News, Vol. 25 No. 12, pp. 1-21. https://doi.org/10.1108/01409170210783250