Traditionally, project recall in automobile, healthcare, food or other industry has been done as a massive public relations exercise supported by the company's sales, distribution and service partners. The outcomes from the traditional route has not always been very encouraging.
Toyota, the largest car manufacturer started to think about it differently and took inspiration from healthcare industry to manage the recall of its defective airbags. The new approach, which uses
nudge and behavioral economics theory at its heart was called the,