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s. Car manufacturers will always react to consumer demand and consumer opinion, and the recent relative success of socially responsible cars can be seen as an example of companies attempting to gain an early foothold in a potentially extremely lucrative market. Companies such as Toyota did not, therefore, decide to focus so much money and time on products such as the Prius simply because their executives felt social responsibility was a morally or ethically correct approach, although well-planned and well-executed advertising campaigns may well have given this impression. Instead, Toyota - a company with a history of spotting opportunities early and moving into growing markets (Hino, 2005, p. 6) - sought to become the dominant figure in a market that it believed would grow massively over the next decade. The economic crisis has limited such optimism, and Toyota (and other manufacturers) have cut back on this area accordingly. However, it would seem that there is, overall, a high degree of optimism concerning the long-term future of socially responsible cars, and most car manufacturers believe that this is an area that will eventually prove highly lucrative. The fact that such an approach is not, however, a part of core business strategies, was evident in the various financial stimulus plans put forward by world governments in recent years, many of which failed to provide the level of support for socially responsible cars as campaigners would have wanted. Nevertheless, many analysts believe that the market is still moving towards rewarding social responsibility on a larger scale, and even if this process has been dramatically slowed by the economic crisis, many expect it to ultimately resume when the financial basis is in place. Consequently, although the motives for socially responsible behaviour can be questioned, it's clear that there is still a place for social responsibility in the car manufacturing industry, and this is likely to lead to major developments and investment programs once the immediate effects of the financial crisis have been overcome.

Recommendations

Based on the research carried out, the following recommendations can be made:

Manufacturers should not abandon socially responsible and environmentally friendly vehicles simply because of the short term problems associated with the economic crisis.

Consumers should be more prepared to back their interest in social responsibility with relevant purchasing decisions.

The car manufacturing industry should make concerted, united efforts to introduce certain standards in terms of environmentally friendly, socially responsible technology.

Bibliography

Adams, John & Hafiz T. A. Khan & Robert Raeside & David I. White (2007). 'Research Methods for Graduate Business and Social Science Students'. Oxford: Oxford University Press

Automaker (2007). 'Automaker Rankings 2007', available at (accessed 02/10)

Blattberg, Charles (2004). 'Welfare: Towards the Patriotic Corporation'. Oxford: Oxford University Press

Crane, Andrew & Dirk Matten & Laura Spence (2007). 'Corporate Social Responsibility: Readings and Cases'. Oxford: Oxford University Press

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