This paper examines the enablers that influence the implementation success of target cost management (TCM) in the Malaysian context. A single case study was carried out at an automotive company in Malaysia. Using the innovation diffusion theory, this paper explains the key enablers that may influence the successful implementation of TCM in the Malaysian context by conducting a survey and interviews within the case company. The findings show that only teamwork, top management support and commitment, and training are the significant enablers for the successful implementation of TCM in the case company. This study provides an initial understanding of the critical factors that influence the successful implementation of TCM in the Malaysian context. The findings suggest that priority should be given to human-related factors, such as teamwork, top management support, and training to support TCM practices. As the findings are based on a single case study, the findings are of more relevance when the intention is one of particularization. Teamwork has contributed to the successful implementation of TCM in the case company because it is under a joint-venture agreement with a Japanese company. Employees tend to be more disposed to some aspects of Japanese culture, such as high in collectivism.