Driving harmony: philosophy of Toyota Motor Thailand

Purpose – To describe how Toyota Motor Thailand (TMT) is using local Thai employees instead of the traditional Japanese workforce, and why. Design/methodology/approach – In‐depth interviews with Thai and Japanese employees, suppliers and dealers of TMT; and Imai Hiroshi, architect of the philosophy. Findings – A total of seven initiatives were discovered in which people played important roles in bringing the company into the community. Practical implications – For building and harnessing local advantages, multi‐national companies have to bridge cultural, knowledge and skill gaps between local and expatriate employees. The actions of these companies have to demonstrate long‐term commitment to host countries. Originality/value – CEOs of multi‐national companies, particularly Asian subsidiaries, can learn how to build and harness local advantages for global competitiveness.