Believe that curiosity is the key to creativity.
Believe that anything you can imagine,
You can make real
Ashley Moise
Carolina Pedreros
Kellie Pierce
Alejandro Quiroga
Mission and Vision
MISSION:
“ To become a global leading provider of networked
consumer electronics, entertainment and services.”
VISION:
“We invite new thinking, so even more fantastic ideas
con evolve. We can take chances. We exceed
expectations. We help dreamers dream.”
History
Headquartered in Tokyo, Japan
May 7, 1946, Akio Morita and Masuru
Ibuka founded Tokyo
telecommunications engineers in
Minato, Japan.
World’s 5th largest media
conglomerate
Sony’s Six Operating Segments
 Consumer Products and Services Group
 Professional Device and Solutions Group
 Pictures
 Music
 Financial Services
 Sony Ericsson
Problem Statement
How can Sony continue to improve
their business performance after their
cultural organizational change?
Historical Background

Originated in Japanese culture
 Between 1997-2001 Sony saw a steady increase in sales
and revenue
 Starting in 2001 Sony went through a corporate
reorganization
 Sony went through another corporate reorganization
in 2009
Main Players
Akio Morita and Masaru Ibuka
 Co-founders of Sony
Nobuyuki Idei:
 former Chairman and Group Chief
Executive Officer of Sony
Corporation until the 7th March 2005
Lagging in innovation
Related Literature
Reorganization of Sony Culture
 Need to realign its organizational structure
 Even though Sony is a huge company now, the
company wanted to maintain the spirit of being “a
small venture company”
Related Literature
Japanese Culture
 “…But Sony’s culture is a mix of very Japanese thinking and
not very Japanese thinking. In a sense we are very free. We
are not forced to do anything as long as we are doing a good
job. You really have freedom in Sony. If you’re innovative,
you are given new opportunities. Some people who may not
really be suited for anything in other companies can still
survive in Sony. They will be given an opportunity to try to
realize their dream...
Ryōji Chūbachi.
Related Literature
Related Literature
 Moved from Ethnocentric to Regio-centric
predisposition:
 A philosophy of management whereby the firm tries to
blend its own interests with those of its subsidiaries on a
regional basis.
Solutions & Implementation
 Faster innovation
 New ideas
 Produce products at a
lower cost
 Outsourcing
Solutions & Implementation
 Need for diversity
 Promote CSR to gain customer loyalty
HTTP://WWW.SONY
FOUNDATION.OR
G.AU/WHAT-WEDO.PHP
Solutions & Implementation
 Should pay more attention to their rivals:
1. Reposition focus to what customers want
2. Identify true meaning of the Sony brand
3. Product innovation
Implications for Future Use
 Continue expansion and adapt to change
 Focus on integration software and hardware vs. production
 Not only focus on a product diversify the products portfolio.
 Bridge the gap between Japanese culture and the new digital
age
Questions
Comments