1.0 IntroductionWhen facing a crisis, a company's past and present reputation could result in instability; thus push the company in an unfavorable direction. The strategy with which a company decides to respond to a crisis can positively or negatively influence the perception of the reputation of stakeholders and customers. In turn, this could impact how they choose to interact with the company. This research uses theoretical literature regarding corporate crisis management as well as consumer perceptions to determine the best ways through which a crisis can be avoided or addressed, despite its magnitude. The purpose of using such literature is to help us analyze a situation using the knowledge and insights gained from the Toyota case.1.1 Problem DiscussionA crisis is a situation that has a 50/50 chance of occurring in a company, so it can cause instability of a company from an internal or external perspective, resulting in serious implications on its reputation, resources, etc. (Carroll, 2009). Any potential crisis is considered a threat to the company and could cause harm such as distorting the company's profitability and growth, thus threatening its survival (Tucker and Melewar, 2005). The depth of a crisis that threatens corporate reputation is quite complex. It is worth noting that crises may occur suddenly and/or be caused by problems that may accumulate over time (Greyser, 2009). Therefore, any company may encounter serious challenges from the public, media, stakeholders and competitors, as it relies on such elements to build trust and reputation (Tucker and Melewar, 2005). To be able to make sound decisions, you need to ...... middle of paper ......ould Warn Investor Away,” Wall StreetJournal (Eastern edition), New York, NY: February 3, 2010, pg. D.2Smudde, P. (2001) , “Problem or crisis: a rose by any other name”, Public Relations Quarterly, Winter 2001, Vol.46, No.4, pp.34-36Tucker, L. and Melewar, T.C. (2005), “Corporate Reputation and Crisis Management: The Threat and Manageability of Anti-corporatism”, Corporate Reputation Review, Vol.7, No.4, pp.377-387. Welch, D. (2010), “Oh, What A (Hideous) Filling”, Business Week, New York: 15 February 2010, Iss. 4166, pp.21.Yin, R.K. (1994). “Case Study Research: Design and Methods,” Newbury Park, CA: Sage.Zhao, Q. and Fan, DC. (2007), “Will companies still survive tomorrow? Strategic role of corporate crisis management”, ISCRAM CHINA 2007: Proceedings of the second international workshop on information systems for crisis response and management, pp. 219-225.